Fanta takes over Halloween with biggest ever experiential campaign and two brand-new flavours.
Fanta is about to get frightening. To celebrate Halloween, we’re launching our biggest ever campaign featuring spooky limited-edition bottles and cans, two new Halloween-inspired flavours, Snapchat lenses and filters, plus our biggest ever experiential Halloween event to date: Twisted Carnival.
The creative and campaign
Fanta’s new Halloween campaign celebrates transformation – from the limited-edition packs to the sponsored Snapchat lenses. The £3 million marketing budget includes digital and outdoor advertising as well as social spend. Fanta has also teamed up with Lad Bible and influencer Joe Tasker to bring the campaign to life with light-hearted content.
The new designs
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 distinctive 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 a skeleton with orange slices for eyes, while Fanta Fruit Twist and Fanta Fruit Twist Zero depict evil-eyed Dracula with fruit caught in his fangs.
Snapchat lenses and filters
All the limited-edition Fanta packs will also carry QR codes with access to exclusive Snapchat filters and lenses. Lenses include ghoulish bat, pumpkin and creepy skull transformations. The packs are available in stores across the UK for a limited period. The Snapchat lenses and filters will be available until 11 November 2018.
As well as this, Fanta has also launched two new spooky flavours, chosen by fans after a public vote. With more than 150,000 votes received, the Spooktacular winning flavours from the Fanta Flavour Election are Blood Orange Zero and Pink Grapefruit Zero.
The limited-edition flavours, which are available now, will join the Fanta family for a limited time only for Halloween. The Spooktacular 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.
The experiential activation
And last, but not least, for the ultimate Halloween experience, the brand is teaming up with Merlin Entertainments for the ‘Twisted Carnival’.
In Fanta’s biggest experiential activation to date, the Twisted Carnival experience will visit:
- Thorpe Park
- Westfield London
- Birmingham Bullring
- Liverpool One
The event experience takes fans on a freaky journey and promises to leave them equally thrilled and terrified.
‘Fanta is to Halloween what
Coca-Cola is to Christmas’
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.”