Fanta is about to get frightening. To celebrate Halloween, the brand is unleashing its biggest ever campaign featuring a new marketing creative, spooky limited-edition bottles and cans, two new Halloween inspired flavours and its biggest ever experiential activation to date.
The creative and campaign
Fanta’s unmissable Halloween campaign will celebrate the potential to transform and express a new identity. Every element of the campaign celebrates transformation - from the limited-edition packs to the sponsored Snapchat lenses. The £3 million marketing spend includes digital and outdoor advertising and social media. Fanta has also teamed up with Lad Bible and influencer Joe Tasker to bring the campaign to life via a light-hearted content partnership.
The new packs
To mark Halloween, Fanta cans and bottles have received the ultimate fright-night makeover with bespoke ghoulish graphics from Israeli designer and illustrator Noma Bar.
Noma added his distinct touch to Fanta with four classic Halloween characters, each of which bring to life the playful personality and flavour profile of two Fanta variants. Fanta Orange and Fanta Orange zero sugar feature ghoulish orange slices to a skeleton’s eyes, while Fanta Fruit Twist and Fanta Fruit Twist zero depict evil-eyed Dracula with fruit caught within his fangs.
All of the limited-edition Fanta packs will also carry QR codes with access to exclusive Snapchat filters and lenses. Lenses include a ghoulish bat, pumpkin and skull transformations. The limited-edition packs are available in stores across the UK for a limited period only. The Snapchat partnership will run until 11th November.
The new flavours
In September, the Spooktacular winning flavours from the Fanta Flavour Election, Blood Orange Zero and Pink Grapefruit Zero, will be joining the brand’s portfolio for Halloween. The campaign, which ran through April 2018, saw four popular online influencers represent a new Fanta flavour and encourage consumers to vote for their favourite via online prank videos that gained 18.7 million views.
With more than 150,000 votes received, Fanta Blood Orange Zero and Fanta Pink Grapefruit Zero were named the winners and are available now.
The experiential activation
For the ultimate Halloween experience, the brand will also be teaming up with Merlin Entertainments for a ‘Twisted Carnival’ experience.
As Fanta’s biggest experiential activation to date, the Twisted Carnival experience will visit Thorpe Park, Westfield London, Birmingham Bullring and Liverpool One. The activation takes fans on a freaky journey and promises to leave them equally thrilled and terrified.
Fanta Marketing Manager, Rosalind Brown, is excited about the upcoming campaign:
“Halloween has really taken off here in the UK in recent years and has become a key calendar moment for our target audience of young adults. This year’s campaign is bigger than ever with new flavours to excite consumers and the Noma Bar packs and Snapchat promotion back by popular demand.”
The multi-million pounds campaign kicks off across digital, outdoor and social media from 1 October.
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