Fanta aims to own Halloween with new campaign targeting teens and mums

FantasOrange soft drink brand Fanta is launching a large brand assault as it looks seeking to capitalise on the fact Halloween falls on a Saturday this year and target the 25 per cent of Australians who are believed to now celebrate the occasion.

Fanta’s parent company Coca-Cola South Pacific has launched a “tastes like Halloween” brand campaign through media agency Ogilvy which will build on its existing #FantaTastesLike social media campaign.

The campaign strategy is focused on two groups: mums who will see advertising through a strategic partnerships with and Nova personality Kate Ritchie along with major retail activations and outdoor advertising; and teenagers who will be targeted with a out-of-home advertising push and dedicated social media, mobile and search marketing.

Ramona Spiteri, brand manager for Fanta said: “The ‘tastes like Halloween’ campaign is a direct reaction to the increasing popularity of Halloween celebrations in Australia and its role in driving significant growth across products in the Fanta portfolio in recent years.

“Fanta is the perfect brand to capitalise on this occasion due to its playful positioning, tying in perfectly with the values and fun of Halloween. This year, we have developed our biggest Halloween campaign to date and we are confident of making Fanta the treat of choice for the spooky celebrations.”

To drive product visibility, the campaign with be fronted by a strong in-store presence with dedicated Halloween packaging across selected Fanta Orange and Fanta Lemon Lifet packs.

Agency credits:
Media Strategy & Buying: UM
Creative: Ogilvy
POS: Passport
MGB OOH: Passport
Teens OOH: Ogilvy
Trade PR: Red Agency


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