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

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



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

Stratosphere And AJF Team Up For NED Australian Whisky Campaign
  • Campaigns

Stratosphere And AJF Team Up For NED Australian Whisky Campaign

Stratosphere and AJF have collaborated with Top Shelf International’s NED Australian Whisky brand for a campaign featuring a combination of TV sponsorship and out of home placement. The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets. The sponsorships will […]

Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son
  • Campaigns

Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son

To celebrate the start of this year’s football season, which kicked off last weekend, Tiger Beer has unveiled its latest global campaign – ‘The Golden Son’ – starring official Tiger brand ambassador Son Heung-Min. ‘The Golden Son’ celebrates Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s […]

The One Centre Launches Real Estate Agency Pello
  • Marketing

The One Centre Launches Real Estate Agency Pello

The One Centre, an ideas and innovation agency, has been engaged by real estate entrepreneur Stefon Bertram and a team of leading agents to create and launch Pello – Sydney s newest real estate agency. The One Centre is responsible for the formation of the brand and the creation of the full Pello brand experience. […]

Fiverr And Selina Join Forces To Help Young Workers Always On The Move
  • Marketing
  • Technology

Fiverr And Selina Join Forces To Help Young Workers Always On The Move

Online marketplace for freelance work, Fiverr International Ltd. (NYSE: FVRR), today announced a new partnership with Selina, one of the world’s largest experiential hospitality brands built to address the needs of millennial and Gen Z travellers. The purpose of the partnership is to provide Anywhere Workers (i.e. people who work remotely while travelling from at […]

Broadsheet And Glen Grant Whisky Join Forces For Melbourne Photography Exhibit
  • Campaigns
  • Media

Broadsheet And Glen Grant Whisky Join Forces For Melbourne Photography Exhibit

Broadsheet Media has partnered with Campari Group’s The Glen Grant Single Malt Whisky to bring a photography exhibition, Unhurried By Nature, to Melbournians this week. Unhurried by Nature is a collaboration between Broadsheet and The Glen Grant Single Malt Whisky, where four Australian photographers will present images that document nature in their unique styles. The […]

Shopper Impact Launches Bringing Synchronised Campaigns To OOH
  • Advertising

Shopper Impact Launches Bringing Synchronised Campaigns To OOH

Australian out-of-home business Shopper has launched Shopper Impact to deliver synchronised campaign creative across multiple screens in prominent shopping centre locations. Advertisers can now capitalise on side-by-side screens at shopping centre entry points and near escalators, where distraction from other signage and product offerings is at a minimum. With Shopper Impact, campaign creative can be […]

Modern payment technologies helping the retail industry unlock revenue
  • Opinion
  • Technology

Modern payment technologies helping the retail industry unlock revenue

In this opinion piece, Hayley Fisher (pictured), AUNZ country manager, Adyen describes some of the key ways the retail sector is driving sales despite global financial issues, including new payment technologies and methods. The rising cost of living might have Australians carefully tracking their spending and rethinking their lifestyle habits, but it’s yet to rear […]

Opinion

by B&T Magazine

B&T Magazine