Fanta is celebrating the spooky season by partnering with Universal Pictures and Blumhouse for its biggest global Halloween campaign, which features four horror characters on collectible packaging.
The campaign brings a cast of horror movie characters to cinema and retail experiences and influencer-driven social media content.
The Fanta Halloween Collection includes a new, limited-edition berry flavor, Fanta Chucky Punch, alongside character takeovers on core flavors: The Grabber (“The Black Phone”) on Strawberry, Freddy Fazbear (“Five Nights at Freddy’s”) on Orange and M3GAN (“M3GAN”) on Grape. Consumers can scan on-pack QR codes to access digital content and experiences.
“Fanta and Halloween are the perfect fit because both are fun and delicious,” said Ibrahim Salim Khan, global VP, Fanta. “This is the time of the year when our cravings for tasty treats and festivity and self-expression come back to life. And because scary can be fun, too, horror movies are a huge part of Halloween celebrations.”
The characters featured fall into what Khan calls the “comedy horror” genre, representing a mix of cult-classic figures and teen favorites for cross-generational appeal. The campaign coincides with the releases of new Universal/Blumhouse sequels: “The Black Phone 2” (Oct. 17) and “Five Nights at Freddy’s 2” (Dec. 5).
“We’ve activated Halloween for the better part of the last decade in different markets in different ways, but last year’s launch of ‘Wanta Fanta’ gave us a consistent platform to launch creative campaigns on a global scale,” Khan said. “We plan to continue building on our learnings and keep getting better at connecting with consumers during the season in culturally relevant ways.”
Fanta’s Halloween campaign rolls out across Latin America, Europe, North America and select markets in Asia-Pacific.
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