Fanta: Taking Over Halloween

Soft drink brand Fanta pranked the internet to engage with teens for a Halloween campaign which drove significant sales uplift across Western Europe.

Campaign details

Brand: FantaBrand owner: Coca-ColaLead agency: MovementContributing agencies: Lolly Studio, Universal McCann LondonCountry: EuropeIndustries: Carbonated soft drinksMedia channels: Packaging & design, Social media Budget: Up to 500k

Executive summary

Fanta wanted to place its teen target audience at the centre of the brand, and encourage them to collaborate on its marketing. Halloween was identified as a key cultural occasion to connect with teens, due to both its increasing popularity in Western Europe and it being the number-one teen event for self-expression.

We harnessed the creativity around Halloween...

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