If Coca-Cola is the brand that is associated with Christmas, Fanta is doing the same with Halloween. After two years launching initiatives and special editions of its cans, first in collaboration with Warner Bros. Pictures on the occasion of the premiere of the film “Beetlejuice Beetlejuice” and later together with Universal Pictures and characters like Chucky or M3gan, the brand is now committed to creating its own narrative universe to become the protagonist of this celebration.
Taking advantage of the growing anticipation of the event, the brand has already launched “Fanta’s Haunted Universe”, its own world of entertainment composed of four original characters inspired by classic horror legends, as well as new storytelling aimed at conquering a new generation of Halloween fans. He has given it life in collaboration with the entertainment studio Grail, and combining human talent and artificial intelligence.
The result, which has been met with criticism from consumers for the excessive use of technology, are four characters that reinterpret classic horror archetypes, such as vampires, werewolves, zombies and supernatural spirits, from Fanta’s perspective. Each one has its own identity, personality, history, supernatural abilities and role within the universe.
The campaign has been developed by WPP Open X, led by Ogilvy and supported by VML, WPP Media and WPP Production, in collaboration with creative agency ForPeople.
The Coca-Cola Company points out that the launch of its own narrative universe marks the beginning of a new chapter for Fanta, which goes from being a collaborator to a creator, developing original characters and stories within its own creative ecosystem. “After two years of offering fans unforgettable collaborations with some of the most iconic horror franchises in entertainment, we wanted to answer the question: what will Fanta do next?” said Ibrahim Khan, Global Vice President of Marketing at Fanta, in a statement.
However, collaborations still have a place in the brand’s initiative for Halloween, as Ghost Face, the popular antagonist of the “Scream” saga, will have its own special edition flavor, thanks to Fanta’s collaboration with Fun World and Paramount+. With the inclusion of the iconic character in its own narrative world, the brand capitalizes on one of the most recognizable elements of the holiday.
The campaign will launch in 50 global markets and will include collectible packaging, the limited-edition “Ghots Face Punch” flavor, the second edition of the Haunted Fanta Factory experience and other special content. The initiative is also communicated in collaboration with influencers and content creators.
With this campaign, Fanta consolidates its positioning on Halloween and expands its connection to the holiday. In 2025, he partnered with the Universal Pictures studio and the Blumhouse production company to capitalize on some of the characters from their horror films, such as Chucky, from the “Chucky” saga, M3gan, from “M3GAN 2.0”; as well as Freddy Fazbear from “Five Nights at Freddy’s 2”; and The Grabber, from “Black Phone 2”, whose new installments were released in October and December of that year, respectively.
Previously, in 2024, it collaborated with Warner Bros. Pictures on a special edition of its cans to accompany the premiere of “Beetlejuice Beetlejuice”, the second part of the popular Tim Burton film. In addition to its usual flavors, associated with different characters from the film, it created a limited edition flavor inspired by Beetlejuice.
