Fanta launches a new partnership with Amici, strengthening dialogue with Gen Z and Millenials

Fanta has launched a new partnership with the talent show Amici, an important step in the brand’s strategy to consolidate its relevance in the Italian market and strengthen dialogue with younger generations.

Through an integrated communication project involving television, social media and in-store activations, Fanta aims to reach a broad audience made up of Gen Z and Millennials.

The partnership stems from the meeting of two worlds united by the same vision. Fanta has always promoted energy, spontaneity, fun and freedom of expression, values that naturally correspond to the world of Amici, a programme that celebrates talent, creativity and authenticity.

Fanta’s presence

The collaboration will come to life through a continuous presence throughout the programme. Fanta will accompany the Amici contestants in their daily lives, at the school and in the house, with dedicated content and moments designed to become a natural part of the programme’s story. During the season, three special “Fanta Moment” features will also be created, involving the contestants in activities developed around the brand’s values and integrated into the talent show’s narrative.

Social media and competitions

The partnership will also extend to the digital ecosystem through a social amplification plan that will include dedicated editorial content and an original series consisting of 12 episodes. The content will be distributed through Amici’s social media channels, amplified by Fanta and also published on WittyTV, helping to increase the visibility of the initiatives and encourage interaction with online communities.

To complete the project, there will also be two competitions dedicated to consumers: the first, running until 10 November 2026, and the second from 7 January to 1° March 2027. Both initiatives will be supported by a TV campaign on Mediaset networks and a wide-reaching media and social plan, offering the chance to win exclusive prizes linked to the programme.

With this collaboration, Fanta further strengthens its positioning in the fields of entertainment, creativity and personal expression, confirming its desire to be present in the cultural and media contexts most relevant to younger generations.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.