Fanta builds its own horror world for Halloween

The project marks a shift in Fanta’s Halloween strategy after two years of collaborations with established horror and entertainment properties

Fanta is introducing Fanta’s Haunted Universe, an original entertainment world built around characters, stories and Halloween-themed experiences. The brand is launching the concept with a cinematic trailer ahead of its full Halloween campaign on August 26.

The project marks a shift in Fanta’s Halloween strategy after two years of collaborations with established horror and entertainment properties. The brand is moving into original entertainment by developing its own characters and fictional world.

Fanta builds original horror characters

The first chapter features four characters inspired by familiar Halloween and horror archetypes. The characters draw on vampires, werewolves, supernatural spirits and futuristic horror, with each given its own identity, personality, backstory, supernatural abilities and role within the wider universe.

Ibrahim Khan, Global Vice President of Marketing, Fanta: "Fanta is dead serious about Halloween. After two years of bringing fans unforgettable collaborations with some of entertainment’s most iconic horror properties, we wanted to answer the question: what will Fanta do next? Fanta’s Haunted Universe is our move from collaborator to creator – building original characters, stories and an original entertainment universe of our own. Today’s trailer is only the first glimpse of what is to come, with more surprises still to be revealed."

Fanta combines creativity with technology

Fanta worked with entertainment studio GRAiL to develop the universe. Technology was incorporated into a human-led creative process to explore concepts and support the visual scale of the fictional world.

The introductory trailer serves as the first chapter of Fanta’s Haunted Universe, with additional character stories, content and experiences planned as the Halloween campaign unfolds.

Halloween campaign expands Fanta’s universe

The full Halloween campaign launches on August 26, with further elements of the entertainment world set to be revealed throughout the season. The project gives Fanta an original creative platform for its Halloween activity rather than relying solely on collaborations with existing horror franchises.

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