Fanta Grape and Fanta Orange Japan recently launched a market-first scented label. By rubbing the fruit on the label, the flavor comes to life.

Coca-Cola Japan wanted to add something special to its Fanta redesign launch and engaged MCC to provide not only the redesign, but also to add the wow factor. Coca-Cola Japan’s brand team worked closely with the MCC team in Kuala Lumpur, Malaysia, to develop and commercialize proprietary Orange and Grape scents that are activated when the consumer rubs the fruit image on the label, releasing an inviting teaser of the drink they are about to consume.

According to research from Mintel, scent marketing can boost brand recall by 65% over the course of a year. Meanwhile, 81% of shoppers are more likely to buy a product they can see and smell.

The teams engaged closely on all facets of the development process, ensuring timeline and production considerations were achieved.

“As an exciting promotional package for Fanta’s major renewal, we decided to challenge ourselves, and our partner MCC, with Japan’s first scented label,” states Riho Watanabe, CCJC Technical Innovations and Supply Chain P&PC. “We are very grateful to the technical team who worked with us to come up with a solution and put it into action. They considered ways to meet the numerous and detailed requests of the Japanese quality team and introduced a new quality spec and traceability method.

“With the MCC Kuala Lumpur team’s passion and execution, we were able to solve issues together quickly and decisively and to introduce an exciting new scent label into the Japanese market,” adds Watanabe. “This resulted in a successful Fanta renewal.”