Fanta teams up with Joypolis Sports HK for a colourful entertainment experience

The Coca-Cola Company’s soft drink brand Fanta has partnered with the indoor sports-themed park Joypolis Sports Hong Kong to create a colourful and dynamic entertainment experience as part of its latest promotional campaign.  

This comes as Fanta has recently launched a new formula for its grape-flavoured soda, following the introduction of a new formula for its orange-flavoured soda last year. The grape-flavoured soda features playful purple packaging, adorned with a grape logo and the tagline "New great taste," aiming to enhance consumers' multisensory experience.

To promote its grape-flavoured soda with a new formula and spread colourful joy, Fanta has partnered with Joypolis Sports Hong Kong to decorate various game areas with Fanta-themed elements, targeting Gen Z. 

In a private conversation with MARKETING-INTERACTIVE, the spokesperson from Coca-Cola said that based on consumer insights, Gen Z biggest passion point is gaming. Joypolis Sports Hong Kong offers lively entertainment and gaming that complement Fanta’s refreshed image and playful personality, serving as a fun and relevant backdrop for connecting with Gen Z audiences. 

Its vibrant and dynamic environment makes it a natural fit for Fanta’s experiential campaign, and helps amplify the campaign’s message of energy, colour and positivity in a setting that is trendy and appealing to young consumers.

Available until 31 May, game areas at Joypolis Sports Hong Kong, including the “Ninja Dojo” (忍者道場) and “Future Arena” (未來運動館) are adorned with Fanta elements and the tagline “加點彩色快樂因子”, allowing players to feel as if they have stepped into a lively, colourful world of joy. 

Furthermore, Fanta has partnered with Hungry Tiger Hidden Dragon (餓虎藏龍), a restaurant located on the top floor of Joypolis Sports Hong Kong, to introduce two exclusive Fanta orange-flavoured special drinks crafted by mixologists. One drink is infused with tea, while the other combines with coffee, aiming to blend various fruity elements and create a colourful and refreshing taste experience for players after the excitement of the games.

To further engage with consumers, Fanta will launch a Flogos bubble cloud experience named “芬達空襲全港” at Kai Tak Sports Park from 3 to 4 May. Participants can complete designated tasks and create rising bubbles in the shapes of Fanta, oranges, and hearts. This aims to allow participants to create their unique joyful moments with their friends. 

Fanta is also launching outdoor tasting events called “彩色快樂因子站” for six consecutive weekends in April and May, starting this week. It will distribute over 100,000 cans of Fanta drinks for free at locations such as Causeway Bay, Tsim Sha Tsui, Mong Kok, Sha Tin and Kwai Fong. On the other hand, as a heartwarming gesture to support all DSE candidates in Hong Kong, Fanta has set up cheering stations at school examination venues in various districts throughout April, distributing free Fanta to provide refreshing fruity energy to the candidates.

Additionally, Fanta has launched a prize draw that encourages consumers who purchase designated Fanta products to enter for a chance to win various prizes totaling over HK$25 million, according to the release. Prizes include round-trip tickets to Tokyo along with two Tokyo Joypolis tickets, tickets to Joypolis Sports Hong Kong, disposable Fanta-themed film cameras, convenience store cash vouchers, and gift vouchers for Coca-Cola Swire’s eShop. Customers who purchase Fanta products worth HK$20 or more at 7-Eleven or Circle K convenience stores can also participate in the rewards activity called "便利店 Fun Fun 賞". 

The spokesperson added that done in collaboration with PR agency Ernest & Donald Marketing Communications, creative agency Society, event management agency Event Elite, and media planning agency EM, the campaign has leveraged each partner’s unique strengths.

A multi-channel strategy maximises reach and engagement, leveraging over 300 out-of-home (OOH) placements in bus shelters and MTR stations, alongside collaborations with influential KOLs like freeboyz, HIFIVE, and JFFT to target the demographic. On-ground activations and below-the-line (BTL) efforts—including in-store promotions at 7-Eleven, Circle K, and major supermarkets, further enhance visibility.

“At Fanta, we believe in turning everyday moments into something playful and colourful. This campaign brings our ‘Colorful Joy’ spirit to life — through vibrant experiences and refreshing flavours that spark positivity and self-expression. Whether it’s through a sip or a shared moment, we want to engage with Gen Z and celebrate a splash of joy,” said Sally Cheng, senior marketing director, Hong Kong, Taiwan, Macau & Mongolia, Coca-Coca China.

Back in September of last year, Fanta temporarily transformed the game center NAMCO at Kowloon Bay's Telford Plaza into a Fanta-themed venue to promote the new formula of its orange-flavored soda. The venue also featured a limited-edition Fanta claw machine. Fanta also distributed 80,000 cans of its soda for free at various locations across Hong Kong for consumers to try.

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