Fanta is getting spooky again this fall, launching LTOs linked to the upcoming Beetlejuice Beetlejuice movie.
The Coca-Cola beverage brand has teamed up with Warner Bros. Pictures ahead of the release of Beetlejuice Beetlejuice, for three innovations, one of which is a brand new flavour, showcasing actors from the film: Fanta Haunted Apple x Beetlejuice Beetlejuice features Michael Keaton; Fanta Orange x Astrid features Jenny Ortega; and Fanta Pineapple x Delia features Catherine O’Hara.
“The original Beetlejuice has a unique blend of comedy and horror that has become a cultural phenomenon and a favourite Halloween film for all ages,” says Jacques Blanchet, Coca-Cola’s director of integrated marketing for Canada. Blanchet adds that the brand expects Beetlejuice Beetlejuice to appeal to both young adults and those who remember the original film.
In 2023, Fanta unveiled all-black mystery flavours around Halloween, complete with spiderwebs, bats and other holiday markers.
“[Last year] we learned that our audience appreciates unique experiences and the thrill of the unexpected,” Blanchet says. “This year, we’ve built on these insights by launching our global platform, ‘Wanta,’ which aims to liberate peoples’ wants in a world that glorifies needs – a nudge towards more of what you want, because what people want matters.”
“Wanta” draws on both nostalgia and current-day trends, Blanchet says. The brand has evolved the platform into “Summon What You Wanta” this Halloween, encouraging people to shape Oct. 31 into the holiday they desire, free from traditional expectations and obligations often associated with other holidays, he adds.
The products can be found across major retailers nationally and Fanta is promoting them through a blend of digital and traditional marketing channels. In Canada, the brand also launched in-store promotions within small and large retailers that complements the limited-edition flavour and packaging revamps.
Agency partners for the rollout include WPP’s bespoke team for the beverage company, Open X, and also Ogilvy, Burson, EssenceMediacom, GOAT, Hogarth, Subvrsive, VML and Weber Shandwick.
