Marketing Factories

Fanta is an $18 billion brand sold in over 180 countries. For the past three years, Ibrahim Khan, Fanta's Global Marketing VP, has been tearing it apart and rebuilding it from scratch.In Episode 2 of Marketing Factories, Ibrahim joins Dafni Prosalika to reveal the strategy behind the brand's biggest-ever gaming campaign, launched with Xbox and Activision Blizzard across 60+ markets, and why it took two full years to find the two words that would rediscover what Fanta stands for.Ibrahim also talks about what it takes to hold a coherent brand across 190 countries while giving local teams real autonomy, what it means to market in a world where your consumer holds the mic, and more. Key themes:The two-year project that stripped an $18 billion brand back to two wordsWhy one simple global strategy still needs 190 different executionsHow 70% of Fanta's investment moved away from TVWhat authenticity actually costs in gaming culture, and why live experiences are part of the answerHow a network of 40-50 marketers holds a global brand together through autonomy rather than controlWhy the fundamentals of great marketing haven't changed00:00: Campaign Intro01:18: Xbox & Activision Partnership03:07: New Limited Flavors04:08: Influencer & Gear Strategy06:16: Rediscovering Core Values08:36: Reaching Gen Z Gamers10:47: Global vs. Local Scale12:35: Entertainment Brand Vision15:42: Rewards & Live Experiences17:21: Authentic Fandom Engagement19:34: Digital-First Marketing23:27: Strategic Brand Shifts25:35: Experimentation Culture27:51: Universal Insights30:41: Network Operating Model34:22: WPP Partnership & Talent40:49: Marketing Fundamentals43:49: Technology & AI47:51: The 58 ChallengeCONNECT WITH REBORRN:LinkedIn: https://www.linkedin.com/company/reborrn Instagram: https://www.instagram.com/reborrn.company/Substack: https://reborrn.substack.comTikTok: https://www.tiktok.com/@reborrn.companyCONNECT WITH EFFIE EUROPE: LinkedIn: https://www.linkedin.com/company/effie-awards-europe/Website: https://www.effie-europe.com/

After decades under the Unilever umbrella, one of the world’s most iconic indulgent brands is striking out on its own. The mission? To build a marketing machine from the ground up that is lean, fast, and unapologetically intentional.In this episode, Tobias Sparnaaij (Global Marketing Lead Masterbrand and Sticks Portfolio, Magnum) and Bruno Yanagui Gomiero (Global Planning Director, Lola MullenLowe) join host Dafni Prosalika (Partner, REBORRN) to uncover what makes this serially-awarded Marketing Factory so effective.Watch to find out how a team of 13 people manages a multi-billion-dollar global flagship, the neuroscience behind "the drool factor," and the rare alchemy required to turn a lean client-agency duo into a powerhouse that wins big on the global stage.In this episode, we discuss:🎧 The Crack as a Sonic Distinctive Brand Asset (DBA):From a post-production sound effect to a global brand system. How Magnum turned sound into a signal of quality, a media strategy, and a weapon to fight a 400% cocoa price increase. 🎧 The Brief That Rewrites Itself:Why the best briefs are not fixed on paper. How what started as a sustainability brief became a campaign against private label copycats and how continuously challenging one another is this agency-client 10-year recipe for success. 🎧 The Lean Team Paradox:13 people running a multi-billion-dollar global brand. How speed comes from structure and focus, and what a founder mindset in global FMCG actually looks like. 🎧 Engineering Craving Before the Shelf:How Magnum builds anticipation in a category driven by impulse. Designing every asset to start the experience before the product is even in hand. 🎧 AI Needs a Role and a Reason:Where AI accelerates thinking and where it compromises craft. A clear line between using technology to serve the idea and using it to replace it. 🎧 Consistency Enables Risk:Why long-term brand assets are what make bold creativity possible. The hidden system behind campaigns that seem to break the rules. Marketing Factories explores the world’s most effective marketing teams. Hosted by Dafni Prosalika (Partner, REBORRN). Produced by REBORRN in collaboration with Effie Europe and European Association of Communications Agencies (EACA).