In honour of the spooky season, I was invited to take a tour of the Haunted Fanta Factory – a terrifying immersive experience starring the horror icons of Fanta's latest Halloween campaign. Getting bigger and better each year, Fanta is on a mission to become the Halloween equivalent of what Coca-Cola is to Christmas, pushing the boundaries of what spooky seasonal marketing can be.
For a detailed insight into the new campaign, I sat down with Fanta's global VP, Ibrahim Salim Khan, to discuss the project from brand strategy to audience reception. What began as a playful collaboration has exploded into coveted virality, proving that at its core, authenticity is the key to a successful campaign.
