Fanta teams with Xbox for global gaming campaign
Fanta has partnered with Xbox to launch a global campaign marking the console’s 25th anniversary, combining limited-edition products with interactive gaming experiences.
The collaboration introduces a themed product line and digital activations designed to connect with gaming audiences through challenges, rewards and in-game integrations.
Limited-edition range features gaming franchises
The campaign includes special-edition packaging featuring characters from major gaming titles such as Call of Duty, Halo, World of Warcraft, Diablo IV and Forza Horizon 6.
As part of the launch, the brand is also introducing a new flavour, Fanta Crimson, tied to the campaign.
Interactive challenges drive engagement
From April 2026, consumers who purchase products from the collection will gain access to a series of digital challenges linked to the featured gaming franchises.
These include in-game experiences and “Rewards Chest” challenges, offering participants the chance to win prizes, merchandise and other experiences.
Ibrahim Salim Khan, Vice President, Global Sparkling Flavors Category, Coca-Cola: "Fanta believes in delivering the Wanta Fanta? Come Get It challenge that fans are most passionate about, and this partnership with Xbox takes it to a whole new realm of delicious game play. We’re just getting started. We imagine a world where the irresistible taste of Fanta is so delicious, it pulls players into a multiverse-sized adventure. We’re excited to unleash this partnership with Xbox by immersing fans in the worlds of their favorite games – teaming up with iconic characters and facing larger-than-life challenges to prove just how far they’ll go to get their Fanta back."
Campaign spans global markets
The initiative will roll out across more than 60 markets, including North America, Latin America, Europe, Asia Pacific and Africa, reflecting a broad international strategy.
Marcos Waltenberg, GM Xbox Partnerships: "This partnership with Fanta brings together two brands that thrive on creativity and self-expression. Together, we’re creating experiences that meet fans where they are and celebrate the joy of play – on screen and beyond."
Agency collaboration behind campaign
The campaign was developed by Ogilvy as part of WPP Open X, with support from Burson, VML, WPP Media and WPP Production, in collaboration with design studio forpeople.
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