Campaign details

Brand: Fanta
Brand owner: Coca-Cola
Lead agency: Movement
Contributing agencies: Lolly Studio, Universal McCann London
Country: Europe
Industries: Carbonated soft drinks
Media 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 with digital assets for social, web and e-commerce that pranked the internet to create awareness of and desire for exclusive Fanta Halloween packs. Snapchat was at the heart of the campaign, with creative assets that helped increase transactions, such as Snapcodes on the back of products unlocking Halloween-themed lenses or filters. Content was also distributed using targeted paid media across Instagram, Facebook, Twitter and Snapchat.