Fanta launches Halloween campaign featuring Ghost Face

Fanta is expanding its seasonal marketing strategy with the launch of ‘Fanta’s Haunted Universe’, a Halloween-themed initiative. The brand has integrated Ghost Face, the iconic character from the ‘Scream’ film franchise, as the first guest character in this new narrative ecosystem.

The collaboration includes the release of a limited-edition ‘Ghost Face Punch’ beverage and collectible packaging featuring five different designs. This move marks a strategic shift for the brand, moving from merely collaborating with existing horror icons—such as Chucky and Michael Myers—to creating its own original characters and narrative world developed alongside the creative studio GRAiL.

In markets such as the Czech Republic, the campaign includes themed cans and PET bottles, digital content accessible via QR codes, and consumer contests offering prizes like cinema tickets and Ghost Face masks. The campaign was developed by WPP Open X and led by Ogilvy.