As Gen Z job seekers surge in numbers, many face significant hurdles due to a lack of experience. Today’s entry-level positions often demand at least two years of experience, with 35% of LinkedIn job postings requiring three or more years. How can we transform unremarkable CVs into fantastic ones? Fanta has a unique solution.
Insight
In the current job market, there’s a trend of vacancies with inflated titles. Employers use terms like engineer, manager, or wizard to embellish positions, making them appear more glamorous and enticing than they truly are. This practice can both intrigue and mislead, adding complexity to an already challenging job search landscape.
Idea
Fanta decided to turn the tables and play the same game as recruiters. They renamed more than 20 volunteer programs with inflated titles. For example, a Can Recycling Program became an Environment Innovation Expert, and a Mural Painting Volunteer transformed into an Urban Transformation Curator. By doing so, Fanta helped Gen Z job seekers enhance their resumes with impressive-sounding roles.
This clever initiative was launched through QR codes on Fanta products, accompanied by out-of-home (OOH) ads and social media posts. By hacking the job market in this creative way, Fanta not only helped Gen Zers land the jobs they desire but also strengthened their love for the brand.
Campaign Execution
Fanta’s “Inflated Internships” campaign was a well-coordinated effort. Here’s how it unfolded:
- Volunteer Programs with a Twist: Fanta identified over 20 volunteer programs and renamed them with inflated titles. This rebranding made the roles sound more prestigious and impactful.
- QR Codes on Products: Fanta products featured QR codes that directed consumers to these newly branded volunteer opportunities. This seamless integration of product and digital experience ensured widespread engagement.
- OOH Ads and Social Media: To reach a broader audience, Fanta utilized eye-catching OOH advertisements and engaging social media posts. These platforms communicated the initiative effectively, attracting the attention of Gen Z job seekers.
- Positive Brand Association: By providing a practical solution to a common problem, Fanta positioned itself as a brand that understands and supports its consumers. This initiative not only helped job seekers but also fostered a positive association with Fanta.
Campaign Impact
The “Inflated Internships” campaign was launched in Colombia, Ecuador, and Panama in March 2024. It was created by The Pub School for the brand Fanta, targeting the Other, Public Interest, and Soft Drinks industries. The campaign’s success was evident in the enthusiastic participation and positive feedback from Gen Z job seekers.
Through this innovative approach, Fanta demonstrated its commitment to social responsibility and creative problem-solving. By turning mundane volunteer roles into impressive-sounding positions, Fanta helped young job seekers build more attractive CVs and improve their job prospects. This initiative not only bridged the experience gap but also reinforced Fanta’s reputation as a forward-thinking and supportive brand.
In conclusion, Fanta’s “Inflated Internships” campaign is a testament to the power of creative thinking in addressing real-world challenges. By understanding the needs of their audience and providing a tangible solution, Fanta has successfully connected with Gen Z on a deeper level, proving that sometimes, a little creativity is all it takes to make a significant impact.
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