Recently, the soft drink Brand from Coca Cola announced a new global cooperation strategy with Warner Bros. The campaign was carried out around the launch of the sequel, after more than 36 years of the release of the movie “Beetlejuice Beetlejuice” – the legendary American horror, comedy, film released in 1988.
“Beetlejuice Beetlejuice” is one of the most anticipated projects of Warner Bros in 2024, bringing together a famous cast such as Michael Keaton, Winona Ryder, Catherine O’Hara, the most beautiful woman in the world Monica Bellucci and the famous “Fourth Sister” Jenna Ortega,… It is expected that this blockbuster will be the name that takes over the big screen next September, expected to reach 100 million USD in the first week of release. Therefore, this will be an attractive media opportunity right before Halloween – one of the indispensable marketing times for F&B brands like Fanta when approaching the European and American markets.
Not missing that craze, Coca-Cola quickly joined hands with producer Warner Bros to launch a new campaign for the Fanta brand.
New Special Product Release
The campaign’s main activity is a collection of new flavors and can designs that are quite bizarre, inspired by the characters in “Beetlejuice Beetlejuice”. In which the main character of the collection is a completely new, limited-edition Fanta flavor with a unique name. “Haunted Apple” is inspired by the main character of the movie – Ghost Beetlejuice. This product also has a horror-themed packaging design, with black and white stripes associated with Beetlejuice’s familiar prison shirt and the character’s image right on the can.
In addition, old Fanta flavors will also be revamped according to the characters in the movie:
- Orange with Astrid (played by Jenna Ortega)
- StraWarner Broserry with Lydia Deetz (played by Winona Ryder)
- Pineapple with Delia Deetz (played by Catherine O’Hara)
- Grape with Delores (played by Monica Bellucci)
- Lemon with Wolf Jackson (played by Willem Dafoe)
- Kiwi Strawberry with Bob (Shrinker)
The campaign was launched in more than 50 markets globally on August 12, but the release of these special editions will be market-specific. Fanta will only release certain flavors in a market, based on the popularity of the flavors in that market.
Speaking about the campaign, Ibrahim Salim Khan, Vice President of Global Category Strategy for Fanta at The Coca-Cola Company, said, “We are thrilled for fans to try our special new limited edition Fanta flavors – an unmissable extension of the Fanta range. There is more to come from this iconic collaboration, look out for a range of Beetlejuice-themed experiences rolling out throughout September and October to get you up close and personal with the film.”
Digital Experiences Linked to Product Packaging
The limited edition products will come with a QR code attached to the packaging and users can download the Coca-Cola App or visit the OneXP site, where they can access special digital spaces designed by Fanta for the campaign. They will also have the chance to win tickets to the movie “Beetlejuice Beetlejuice”.
Recently, Coca-Cola & Fanta have been quite fond of using QR codes to connect physical product packaging with digital media. This brand also deployed QR Codes on cans as above last June. QR codes lead viewers to the program’s main website, where they can participate in interesting reward programs, and promotions,…
In Conjunction with Six Flags Fright Fest!
Fright Fest is an annual Halloween-themed haunted event held at Six Flags parks in the United States, Canada, and Mexico, attracting crowds, especially young people. Fanta will deploy a minigame, requiring players to collect special campaign-related items or participate in the brand’s digital games, for a chance to win free tickets to the event.
It seems that this collaboration is an early prelude to Fanta’s upcoming Halloween campaign. Halloween is always a golden time for confectionery and beverage brands when demand for these products peaks. This is also the occasion to open the year-end holiday season such as Christmas, New Year, … so it can be said that this special festival is one of the most important marketing times for brands in the European and American markets. However, not many brands have announced their Halloween campaigns this year, Fanta is one of the brands approaching Halloween 2024 earliest on the market.
According to Fanta, this year the brand will focus on the message “Summon What You Wanta” during Halloween, encouraging people to enjoy this festival in their own way. This message will follow “Wants Fanta” – a new nostalgic campaign that Fanta launched globally last April to evoke images of the 2000s as well as old memories of the brand and its users.
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