The brand's UK sales have dropped steadily recently, falling from £114.5m in 2008 to £108.1m for the year to October.
The occasion-based push, 'Grab a taste of Friday', is intended to connect with drinkers by tapping into the good feelings associated with the end of the working week.
The bulk of the activity, which will include limited-edition pack designs and a series of 'Fanta experiences', will be rolled out in 2010 through a multichannel drive.
The campaign is the first global work for Fanta in nearly five years. The work will target mothers and Fanta's core teenage market and is scheduled to run in other markets globally throughout the year.
The first stage of the campaign in the UK launches this week in the form of a 'countdown to Friday clock'. Created by design company Sedley Place, the clock will appear on an ad screen in London's
Piccadilly Circus from today (Wednesday). The campaign is managed by marketing communications agency BD and design agency Epoch.
Fanta's nearest UK rival is Britvic's Tango, which posted a 9% sales increase to £25.1m in the year to October.
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