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Helping Fanta own the cultural occasion of Halloween

Fanta challenged us to create a brand occasion for their teen audience that could be as big as Christmas is for Coca-Cola. We responded by associating Fanta with Halloween, a cultural calendar event that teens use to cut loose and creatively experiment with their identities. 

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We partnered with Snapchat to engage teens on their terms on a platform where they could be the truest version of themselves. Through exclusive AR content unlocked via snapcodes on limited edition Fanta packs, we enabled teens to transform into Halloween-themed creatures. This partnership ran for 3 consecutive years and was supported by social content, influencer partnerships and D/OOH across Europe to establish Fanta as the #1 soft drink at Halloween. 

Team

Executive Creative Director: Mark Freeman

Executive Design Director: Tim Ash

Creative Lead: Mike Stone

Senior Creative: Tom Shelton

Social Media Manager: Laaiqah Aslam

Account Director: Bex Evans

Account Executive: Zak Clisby 

Head of Account Management: Will Hossner

Results

  • 9% sales increase over 90-day Halloween sales period across 14 markets in Western Europe

  • 3+ million snapchat codes scanned

  • 57 second average AR lens playtime

  • Shorty Award - Best use of Snapchat

  • The Drum Award - Best digital campaign

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