Fanta is betting that original entertainment can help it become a permanent fixture of Halloween season.
Today (Aug. 24), the Coca-Cola-owned brand unveiled Fanta’s Haunted Universe, a new world of entertainment including four new characters, storytelling, and live and digital experiences that will run through this year’s spooky season and beyond.
Debuting with a cinematic trailer, the universe marks a major shift for the brand as it evolves from a seasonal Halloween marketer to an original content creator. The aim is for Fanta’s Haunted Universe “to be a platform that entertains fans for many years to come,” said Ibrahim Khan, global vice president of marketing at Fanta.
