Fanta Creates Its Own Monsters to Take on Hollywood-Style IP

Coca-Cola's Fanta brand is creating its own scary characters for Halloween as part of a world-building exercise. The soda brand is introducing four new characters, created with AI entertainment studio GRAiL, that resemble familiar figures like Frankenstein's monster and vampires but have their own designs and backstories.

The characters are being introduced in a horror-movie-style trailer that goes live on Monday, along with other content, including rewards fans can collect and live experiences. Fanta worked on the campaign to establish itself as a consistent experience for consumers, similar to how Coca-Cola has become a staple during Christmas.

Fanta's global VP of marketing, Ibrahim Khan, said the brand is no longer just a soda company but an entertainment brand that wants to connect with Gen Z through creative content. He noted that Fanta has seen high social media engagement around Halloween and themed soda products selling out weeks before the holiday.