No. 0307
Published
How Fanta's Haunted Universe helps turn Halloween into a platform
Why it matters
Fanta built its own original Halloween characters, a jack-o'-lantern scarecrow, a vampire, a cyborg Frankenstein and a werewolf DJ, rather than licensing existing IP, and last year's run generated 10 billion impressions with measurable sales lift. The bet is on owning a recurring seasonal platform the way Coke owns Christmas, not on running a one-off campaign. A clear illustration of proprietary IP as a moat against algorithm and platform shifts.
The source
Marketing Dive
How Fanta's Haunted Universe helps turn Halloween into a platform
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