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Fanta Doubles Down on Halloween ‍with Horror Icons and New Flavor

Move over, pumpkin spice. Orange soda is here to ⁣claim its spot as the true drink of⁢ spooky season.

“Halloween​ should‍ be to Fanta what Christmas is to ⁣Coke,” ibrahim Khan, global vice president of marketing for ⁤Fanta at The Coca-Cola Company, told ADWEEK as ⁣the brand launched its biggest-ever global promotion around the occasion.

In partnership with Global Pictures and indie horror production shop Blumhouse, Fanta will bring four horror icons -​ Chucky, ​Freddy‍ fazbear, and M3gan – to cans ⁣in more‌ than 50 markets, including the U.K., U.S, and⁢ India, in the run-up to​ Oct. 31.

In ​honor of the ⁤holiday, a new‌ flavor, ​”Chucky’s Punch,” has also‌ been introduced to fanta’s line-up. QR codes‌ on the side⁤ of the‌ cans offer fans access to ⁣exclusive content and experiences themed ⁢around the characters, stopping at ⁣nothing to get their hands on ⁢Fanta.

The tie-up will be amplified ⁢through retail marketing​ and a mix of paid,organic,and influencer​ campaigns on platforms including TikTok. Broadcast will feature in some markets, with a live event planned in New York City.

Bringing Fanta back to life

The Universal partnership follows Fanta’s Halloween 2024 Beetlejuice collab with ‌Warner Bros.

khan said​ Fanta has activated around spooky season for almost a decade, but in a “very ⁢fragmented way.” Last year’s effort marked the first⁣ time the brand ran a global campaign.

“It was hugely triumphant,it didn’t just bring the dead back to life,it brought our business back to,” he said. “So it’s no surprise we wanted to ⁢build on that⁤ this year.”

“Halloween as a festival ⁢is becoming insanely big and global,” added Khan, even in ⁣markets where it is not a conventional ⁣moment⁣ in⁢ the calendar.

Per data from the National Retail Federation, Halloween spending in the