Fanta Conjures Up Its Own Cinematic Universe

Coca-Cola-owned Fanta is taking its Halloween marketing to the next level by launching an original cinematic universe. Fanta's Haunted Universe, unveiled on August 24, includes four new characters, storytelling, and live and digital experiences that will run through this year's spooky season and beyond.

The brand aims for Fanta's Haunted Universe to be a platform that entertains fans for many years to come. According to Ibrahim Khan, global vice president of marketing at Fanta, the universe marks 'a major shift' for the brand as it evolves from a seasonal Halloween marketer to an original content creator.

The cinematic trailer for Fanta's Haunted Universe debuted alongside its announcement. With this new direction, Fanta seeks to establish itself as a permanent fixture of Halloween season.