How Fanta’s new Haunted Universe helps turn Halloween into a platform
The Coca-Cola brand’s 2025 Halloween campaign delivered 10 billion impressions with significant engagement and impact on sales.
Coca-Cola's Fanta is crafting its own Halloween persona with the launch of four original characters designed for the upcoming Fanta Haunted Universe. This move marks a shift from collaborating with Hollywood to becoming an entertainment brand that creates its own content and experiences. The soda brand enlisted the AI entertainment studio GRAiL to design the spooky personas, which draw inspiration from well-known figures like Frankenstein's monster and vampires, but with their own unique designs and backstories.
Fanta recently released a horror-movie-style trailer showcasing menacing jack-o-lanterns, a DJing werewolf, and two onlookers enjoying the scene over a can of Fanta. The company aims to build a long-lasting Halloween platform for Fanta, much like how they've successfully established Christmas as a key holiday for Coke. Fanta's global VP of marketing, Ibrahim Khan, emphasized the importance of world-building to give consumers a consistent experience they can enjoy year after year.
While Fanta will still utilize TV ads to a limited extent, the brand is increasingly prioritizing social content that engages fans and encourages them to create their own Fanta-related experiences. This strategy mirrors the approaches taken by other successful entertainment brands such as Lego, Barbie, and Charmin, which have transformed their products into recognizable characters in their own right.
Written by urgent.news from Business Insider's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
This story
This is one outlet's version. Read the fullest account.
