In the bustling world of marketing, where creativity meets strategy, we had the privilege of sitting down with Zainab Mohammed, the dynamic Brand Director for Fanta in Africa. With a rich background spanning over 12 years in marketing, Zainab has navigated the competitive landscapes of FMCG giants like Kellogg’s and Mondelez before finding her current role at the iconic Coca-Cola Company.

In this exclusive interview, Zainab shares her journey, the challenges of organizing events, the ever-evolving realm of marketing, and tantalizing hints about the future of Fanta.

Daniel Young: Can you introduce yourself and share how you navigated your career to becoming the Brand Director for Fanta in Africa?
Zainab Mohammed: My name is Zainab Mohammed, and I currently hold the position of Brand Director for Fanta in Africa. I’ve accumulated over 12 years of marketing experience, having worked at FMCG giants like Kellogg’s and Mondelez before joining the Coca-Cola Company. I started my career as a graduate at Kellogg’s, and my passion for marketing has been the driving force behind my journey to the current role.

DY: Was marketing always your career choice, or did you have different aspirations earlier in life?
ZM: No, initially, I had ambitions of becoming a doctor. However, my path took a turn, and I stumbled into marketing during my studies. It wasn’t a conscious choice at first, but from my first marketing lecture, I fell in love with it, and that’s how my career trajectory shifted.

DY: What advice would you give to those studying marketing, considering the ever-evolving nature of the field?
ZM: Marketing is constantly evolving, especially with the digital landscape changing rapidly. Stay connected to trends and the world around you. Be adaptable, as what may not have been a touchpoint a few years ago, like influencers, can become crucial to marketing strategies today.

DY: Regarding the recent Fanta event, what were the preparations, and what challenges did you face?
ZM: Typically, our plans are set a year in advance, but this event came about just two months ago, demanding agility. Load shedding, a common issue in South Africa, affected our production plans, and we had to quickly come up with alternative
solutions. Despite the challenges, the event turned out to exceed our expectations.

DY: What exciting plans can Fanta consumers expect in the upcoming year in terms of flavours and campaigns?
ZM: We have the ‘What the Fanta?’ campaign reveal on January 26th. Beyond that, we’ll continue partnering with snacking brands, focusing on the perfect moments to enjoy Fanta. Something groundbreaking is coming in April, particularly for
those who love Fanta orange.

DY: How do consumer preferences influence Fanta’s flavour offerings, especially in the South African market?
ZM: South Africa has a unique market that embraces new and exciting flavours. Consumers here enjoy novel taste experiences, but there’s also a rising interest in responsible consumption, with a focus on zero sugar options and healthier alternatives.

DY: Is Fanta placing a greater emphasis on zero sugar production, considering the current consumer demand trends?
ZM: It depends on consumer demand. Fanta is known for fun, sugar, and taste, but we do offer Fanta zero sugar for those seeking a healthier option. Our approach is flexible, and we’re looking to be more responsible in how we market our products.

DY: How does Fanta approach collaborations with influencers, and does the number of followers play a significant role?
ZM: We work with micro, macro, and nano influencers, as each type plays a unique role. Larger influencers generate awareness, while smaller ones drive more engagement and have a closer community. The personality and vibe of the influencer are crucial in aligning with the brand.

DY: On a personal note, what is your current favourite Fanta flavour, and have you tried the Fanta Tik Tok limited edition partnership?
ZM: My favourite Fanta flavour at the moment is Fanta Passion. The Fanta Tik Tok limited edition is also a close second for me. It’s a unique flavour that everyone should try.

DY: How does Fanta establish global recognition and align itself with celebrations and festivals worldwide?
ZM: Halloween is a significant moment for Fanta in many regions, establishing a strong association. Fanta aims to own key moments like festivals and celebrations globally. In Africa, the focus is on school holidays, aligning with the region’s cultural events.

DY: If you could create a personal Fanta flavour, what would it be, and why?
ZM: I would create a blend of strawberry, cherry, and grape, combining different berry notes into one unique flavour profile. The idea is to offer something that surprises consumers with every sip.

DY: What motivates you the most in your role as Brand Director for Fanta in Africa?
ZM: Witnessing the tangible impact of my hard work. While a significant portion of my work involves planning and research behind a desk, seeing those plans come to life and witnessing consumer engagement is the most rewarding part of my job.

DY: If you could give advice to your younger self or aspiring marketers, what would it be?
ZM: Do what you love and don’t listen to anybody else. Embrace passion and stay true to yourself in pursuing a fulfilling career.