When Fanta wanted to introduce the new, more orangey flavor for the Middle East market – given a very predictable print medium to work with, there was only one way we could make people try the product immediately, without giving them a can of Fanta. The result is The Fanta Tasteable Print Ad. It’s a reinvention of the traditional print medium, appealing to more senses than just sight. We infused Fanta’s new formula into a fully-consumable type of paper. This allowed us to promote the great new taste of Fanta in a way that’s never been done before, letting naturally curious people tear the page, try the new taste of Fanta, without having to drink it.