Teens do many things for social approval. One of them is seeing alcohol as a new way of having fun, usually mixing it with soft drinks. There is even a drink called Drink Hi-Fi that uses Fanta.

As Fanta has been the teen soda for the last decades, we want it to keep that way. So we inserted a molecule that makes Fanta unmixable with alcohol. By doing that, if you want to mix Vodka with Fanta, both liquids will be separated, as what happens with the water and oil.

This idea also brought awareness of premature alcoholism and started a conversation over the discrimination against abstainers.

Concept: Find your own flavor no matter what the rest does.

Role: Senior Copywriter