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.