Marketing choices Fanta, a brand of The Coca-Cola Co., Atlanta, is creating a more playful experience for consumers with its “Less Serious” campaign. To capture Fanta’s diverse consumer group, “Less Serious” will be rolled out with a flexible approach that allows each market to choose from three marketing focuses: communicating the product’s taste, the brand’s less serious attitude or new product news. Each of the marketing components maintains the same overarching theme featuring bubbly animated characters as the catalyst to bring more play and a less serious attitude to life. Launched in markets including Latin America, Europe, Africa and Asia, “Less Serious” will now reach teens and moms worldwide in regions representing 90 percent of the brand’s global sales volume in 2011, the company says.

Tempting the switch Silk, Broomfield, Colo., is issuing a challenge for consumers to use Silk in place of milk for 10 days. The “Silk for Milk 10-Day Challenge” includes print, TV and digital advertising along with a mobile sampling tour. The tour will run from March through May in Boston, New York City, Atlanta, Miami, Chicago, Denver, San Antonio, Los Angeles, San Diego and San Francisco. The goal of this program is to help Silk fans find new ways to use Silk in place of dairy milk, and to encourage trial among those who have never tried Silk.

Multi-cultural appeal Voli light vodkas, Port Washington, N.Y., announced a new partnership with Pitbull, an international recording artist, songwriter and producer who has collaborated with musicians Enrique Iglesias, Jennifer Lopez, Usher and Ne-Yo. Pitbull, whose real name is Armando Christian Perez, has become a major equity owner of Voli and will be an official spokesperson and ambassador for the Voli light vodkas brand. With Pitbull, Voli will be able to reach both the general and Hispanic market, the company says.

Musical experience
Jim Beam, a product of Beam Global Spirits and Wine, Deerfield, Ill., announced the first-of-its-kind “Live Music Series,” a string of 10 concerts each featuring a different headline artist. Jim Beam will offer a program that allows legal-age consumers to choose exclusive song downloads from the Live Music Concert Series, where legal. Beginning in May, special boxes of Jim Beam and Red Stag by Jim Beam will be marked with offer details and instructions on how to download five Live Music Series tracks from the 10 headline artists on jimbeam.com. Jim Beam also will stream portions of each Live Music Series concert and exclusive interviews with each artist on jimbeam.com and pandora.com.

All social
Guayaki Yerba Mate, Los Angeles, has committed to engaging its consumers solely through social media marketing channels. The shift in strategy has been put in place to enlist support from the global digital community around Guayaki’s mission driven products. Guayaki’s goal is that this social media focused strategy will translate into simultaneous sales and prevention of rainforest deforestation, one Facebook fan at a time, the company says. Guayaki’s social media efforts will orbit around building and activating a deeply engaged community across diverse social media platforms, it says.

Learn ‘What’s Inside’ Torrance, Calif.-based Yakult U.S.A. Inc.’s latest television spot “What’s Inside” is airing on network television in the company’s six key markets and is accompanied by a re-launch of yakultusa.com. On the newly designed website consumers can find locations and events to sample the probiotic drink for free. The new campaign aims to teach people that overall health and wellness begins inside and Yakult can help create a balanced digestive system, the company says. The English and Spanish language versions also are viewable on YouTube.

Super prizes
Dr Pepper, Plano, Texas, announced its sponsorship of the feature film “Thor” with the launch of its Quest for the Can consumer promotion. Dr Pepper fans across the country can unleash the power of Thor and win the ultimate Super Hero powers of flight, speed and strength by locating one of the limited-edition Dr Pepper Hammer cans or caps and entering the winning code at drpepper.com. Consumers also will receive a free one-month subscription to Marvel Digital Comics. While only a few lucky fans will win the ultimate Super Hero experience, Dr Pepper fans also have the chance to win additional prizes such as 3D televisions, airline gift cards, premium movie tickets and a year’s supply of Dr Pepper.