FANTA Seeks To Own Halloween With Major New Multi-Channel Campaign

FANTA Seeks To Own Halloween With Major New Multi-Channel Campaign
Martin Harkin
By Martin Harkin



Coca-Cola South Pacific has today announced the launch of Fanta’s ‘Tastes Like’ Halloween brand campaign, aimed at capitalising on the growing popularity of the annual spook-fest.

With 25 per cent of Aussies now celebrating Halloween, which this year falls on a Saturday, Fanta is seeking to utilise the brand’s playful qualities to own the occasion and make it the party beverage of choice.

To signal the significance of Halloween for Fanta, the brand will launch a major integrated marketing campaign which will include above-the-line media for the first time, building on the existing #FantaTastesLike campaign. The campaign strategy is two-fold, reflective of the brand’s two distinct target groups.

Fanta Halloween pic

 

Mums will be targeted through strategic partnerships with Taste.com.au and NOVA personality Kate Ritchie, in addition to heavyweight retail activations supported by proximity outdoor advertising that is aligned to path to purchase. The second part of the strategy is to reach teens through a targeted marketing campaign. This includes a major out-of-home advertising push, brought to life through a fun and vibrant creative, complemented by dedicated social media activity, mobile and search marketing.

To drive product visibility, the campaign with be fronted by a strong in-store presence with stand out thematic packaging across selected Fanta Orange and Fanta Lemon LIFT packs. The packaging will be supported by Halloween-themed point of sale, including hanging mobiles and off-location display units.

Ramona Spiteri, Brand Manager, 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.”

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




Please login with linkedin to comment

bruce mccoll

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]