Fanta
Reviving Halloween for Fanta.
Summary
Fanta’s Halloween presence had become fragmented. By tapping into consumers’ desire for fearless fun – as well as reasserting their playful brand truth – we introduced the Wicked World of Fanta, a unified creative platform led by a cast of spooky characters. This cohesive, high-impact activation successfully revived the brand’s Halloween equity and delivered strong commercial growth.
This project began life as a limited-edition packaging brief in Great Britain, became a full campaign activation across the European region, before evolving again into a global charter led by Latin America.
+12 %
GB Value sales in year 1
+19 %
GB Value sales in year 2
Problem
Fanta Halloween had lost its bite.
Halloween is a key occasion for Fanta – purposeless play and snacking go hand in hand to create scarily tasty fun. But inconsistent creative activation across channels had resulted in a fractured campaign, a core message getting lost and a strategically important association being diluted.
When life gets scary, we find fearless fun.
Consumer truth
The world’s been taking itself a little too seriously lately. But the research is clear: a dose of fearless, frivolous fun can work wonders – awakening happier, more creative, and more sociable souls. Especially at Halloween, when the veil between silly and spooky is at its thinnest, there’s no better time to embrace the playfully petrifying power of fun.
Brand truth
Possessed by play.
Fanta has always encouraged people to pour themselves into play. So for Halloween, Fanta invites young and old to embrace the silly, spooky, and wonderfully whimsical side of life. It’s messy, it’s mischievous, and it’s full of spine-tingling silliness.
Welcome to the Wicked World of Fanta.
Concept
Our spooky, snack-tastic Vampire, Zombie and Skeleton call this place home. From the Haunted House to the Monstrous Mausoleum and Garden Graveyard, each of our characters’ settings comes complete with a set of bespoke elements that can be flexed across multiple campaigns, channels and countries.
Craft
Bringing freaky friends back to Life.
Working with illustrator Sam Hadley, we evolved three creepy characters, gave them meaning with snack pairings, and developed rich worlds within which they would live. Then we brought this wicked world to life across the full 360º consumer journey, from limited edition packaging, shopper, OOH, experiential and cinema to a bespoke McDonald’s partnership.
Markets are congratulating us, engaging with and investing heavily in the campaign. Thanks so much to the brilliant Epoch minds. A smash hit. Erika Rosales Vega, Global Creative Strategy & Content Director, The Coca-Cola Company
Frightfully effective.
Frightfully effective.
Our Fanta Halloween GB packs and activation was so successful that they were activated across Europe for two years; and subsequently we were invited to work on the global charter which saw major campaign investments from regions including Latin America and Asia Pacific. In GB specifically, the campaign resulted in a 12% increase in value sales in year one, and a 19.1% increase in year two, demonstrating the continued power of Halloween to drive incremental consumption and strengthen Fanta’s association with the most frightful night of the year.
+12 %
GB Value sales in year 1
+19 %
GB Value sales in year 2
