Fanta launches Haunted Universe entertainment franchise

Fanta is launching ‘Fanta’s Haunted Universe’, an original entertainment franchise designed to establish the brand as a long-term narrative platform for the Halloween season. Moving away from previous strategies that relied on licensed characters from films like ‘Chucky’ or ‘M3gan’, the company is investing in its own intellectual property to create a consistent, recurring seasonal identity similar to Coca-Cola’s association with Christmas.

The initiative includes a collection of products, content, and physical experiences, such as the ‘Haunted Fanta Factory’. The launch features new characters—including a cyborg Frankenstein, a DJ werewolf, and a giant pumpkin-headed scarecrow—developed in collaboration with AI entertainment studio GRAiL. The campaign will roll out across more than 50 global markets and will feature collectible packaging and limited-edition flavors.

Ibrahim Khan, Fanta’s global VP of marketing, stated that the goal is to build a world of original characters and legends that can grow year after year. This shift reflects a broader marketing trend where brands aim to act as media companies and entertainers, prioritizing social content over traditional television advertising in certain regions like the US and China.