When it comes to snacks, weird is where the magic lives.
Fanta – Fnacking (The Art of Weird Rituals)
- Role
- Senior Copywriter
- Deliverables
- Campaign Films, Digital Snackables, Social Copy
The Problem
The Coca Cola Company loves squeaky-clean brand rituals, but Gen Z snacking isn’t curated. It’s unhinged, deeply personal, and delightfully chaotic. Fanta needed to claim the soda-plus-snack lane without showing up like a cringe corporate dad trying too hard to be cool. So we decided not to invent a sanitized habit, and instead celebrate the weird ones that already exist.
The Idea
Enter Fnacking. An irreverent, wildly self-aware nod to the absurd food rituals people swear by behind closed doors. French fries with ice cream? Crispy chakli with hot sauce? It might sound odd to others, but to the person eating it, it's perfect. The copy highlights a simple truth: when it comes to snacks, weird is where the magic lives.
Play Kartik Aryan, the serial #Fnacker
Play Fanta + Snacking = FnackingKey Highlights
- Scripted fast-paced, high-chaos video spots that normalized bizarre food pairings instead of judging them. Kartik liked the scripts :P