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Fanta is an $18 billion brand sold in over 180 countries. For the past three years, Ibrahim Khan, Fanta's Global Marketing VP, has been tearing it apart and rebuilding it from scratch.
In Episode 2 of Marketing Factories, Ibrahim joins Dafni Prosalika to reveal the strategy behind the brand's biggest-ever gaming campaign, launched with Xbox and Activision Blizzard across 60+ markets, and why it took two full years to find the two words that would rediscover what Fanta stands for.
Ibrahim also talks about what it takes to hold a coherent brand across 190 countries while giving local teams real autonomy, what it means to market in a world where your consumer holds the mic, and more.