Fanta's Spooktacular Plan: Captivating Gen Z this Halloween with Hollywood

Unleashing the Haunted Fanta Factory Experience

This Halloween, Coca-Cola is stepping up its game with an intriguing concoction of fear and fun, aiming to capture the hearts of Gen Z. By partnering with the cinematic giants Universal Pictures and Blumhouse, Coca-Cola’s Fanta is inviting horror enthusiasts to experience the Haunted Fanta Factory in New York from October 29 to 31. Featuring iconic characters like Chucky and M3gan, attendees will navigate escape rooms designed to thrill and chill.

The Strategy Behind the Scares

Fanta’s campaign symbolizes a strategic move to cement the brand’s place in the Halloween market. As Ibrahim Khan, the global VP of marketing at The Coca-Cola Co., puts it, “We are trying to make Halloween to Fanta what Christmas is to Coke.” This initiative reflects Coca-Cola’s vision of leveraging Halloween as a platform to resonate with the younger demographic, especially as the National Retail Federation predicts Halloween spending will surge to $13.1 billion this year.

Crafting a Halloween Legacy

While the association of Coke with Christmas is legendary, Fanta’s embrace of Halloween is a deliberate pivot to align itself with Gen Z’s passion for the holiday. Known for its light-hearted image, the brand has consciously eschewed the gory and slasher aspects of horror in favor of a “horror comedy” vibe, with guidance from its seasoned entertainment partners.

Beyond TV Ads: Engaging the Digital and Live Experience Arena

In today’s media landscape, traditional TV commercials have less traction with audiences. According to Khan, the movement toward digital platforms and experiential marketing is essential. “So Gen Z may not go to the theater to go watch ‘Star Wars,’ but they will watch it or be aware of it,” he explains, illustrating how digital presence and live events like the haunted house have become effective mediums for brand engagement.

Building Bonds Through Hollywood Fandom

Despite Gen Z’s reputed disinterest in theaters, Coca-Cola has discovered the power of leveraging fandoms. From limited-edition soda cans adorned with characters from “Star Wars” and Marvel to a collaboration with Universal, the approach highlights Fanta’s embrace of a wide array of pop culture icons to create lasting bonds with young consumers.

As stated in Business Insider Africa, Coca-Cola’s imaginative efforts illustrate a savvy understanding of modern marketing dynamics, showcasing how a soda brand can effectively captivate a youthful audience by offering unique, shareable experiences that blend their passions for movies and seasonal festivities.