Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

How Fanta’s new Haunted Universe helps turn Halloween into a platform

Brand: Fanta

Campaign: Haunted Universe

Source: https://www.marketingdive.com/news/how-fantas-haunted-universe-helps-turn-halloween-into-a-platform/828481/

Goal: To create a repeatable Halloween marketing platform

Media: online video, collectible packaging, limited-time flavor, experiences

Summary: Fanta has launched the 'Haunted Universe' campaign, designed to turn Halloween into a global marketing platform similar to Coca-Cola's association with Christmas. The campaign features original horror-themed characters and aims to generate significant engagement and sales while including traditional horror icons. The campaign was developed by WPP Open X and incorporates artificial intelligence to enhance content creation.

Croatia

Fanta builds its own world for Halloween this year

Brand: Fanta

Campaign: Fanta’s Haunted Universe

Source: https://www.media-marketing.com/vijesti/fanta-ove-godine-gradi-vlastiti-svijet-za-noc-vjestica/

Goal: Create an original entertainment universe for Halloween

Media: film trailer and additional content

Summary: This year, Fanta is building its own world for Halloween, moving away from collaborations with existing horror franchises. The campaign, titled 'Fanta’s Haunted Universe', aims to create original characters and stories, using a film trailer as an introduction. The goal is to develop intellectual property that extends beyond a single campaign, allowing for continuous growth and engagement with the audience through new experiences and narratives.

Brand Storytelling Halloween campaign original content