Fanta Unleashes Horror Icons for Halloween with Universal Pictures and Blumhouse

Fanta has partnered with Universal Pictures and Blumhouse for a Halloween-themed campaign featuring horror icons Chucky, Freddy Fazbear, The Grabber, and M3gan. The characters will appear on limited-edition Halloween Collection packaging and a custom flavor, Chucky's Punch, will be available worldwide. Fans can access exclusive content and experiences by scanning QR codes on the cans. The partnership aims to bring together different worlds and share the same desire: to crave Fanta.

Fanta, a subsidiary of The Coca-Cola Company, has announced a Halloween-themed campaign in partnership with Universal Pictures and Blumhouse. The initiative, dubbed the "Halloween Collection," will feature limited-edition packaging and a custom flavor, "Chucky's Punch," available worldwide. The campaign aims to capitalize on the growing global popularity of Halloween and strengthen Fanta's brand strategy.

The campaign will introduce horror icons such as Chucky, Freddy Fazbear, The Grabber, and M3gan onto Fanta cans, marking a significant departure from the brand's traditional marketing strategy. To enhance engagement, QR codes on the cans will provide access to exclusive content and experiences, catering to the digital-native Gen Z and millennial consumers.

Ibrahim Khan, global vice president of marketing for Fanta, stated that the campaign is part of a broader strategy to position Fanta as the go-to beverage for Halloween, similar to Coca-Cola's dominance during the Christmas season. The partnership with Universal Pictures and Blumhouse underscores Fanta's commitment to leveraging popular culture to drive brand awareness and sales.

The campaign will be amplified through a mix of retail marketing, paid, organic, and influencer campaigns on platforms like TikTok, with broadcast promotions in select markets and a live event planned in New York City. This multi-faceted approach reflects Fanta's recognition of the changing consumer landscape, where brands must engage with audiences on their terms.

Fanta's Halloween campaign builds on the success of its previous efforts, which have shown significant growth in sales and brand affinity. According to data from the National Retail Federation, Halloween spending in the U.S. reached $11.6 billion in 2024, highlighting the increasing importance of the holiday to consumers and brands alike. Fanta's strategic move to capitalize on this trend aligns with its broader goal of growing its business and strengthening its brand position.

The Coca-Cola Company's Q2 2025 financial results, which saw revenues surge by 58% year-over-year, indicate a robust performance across its portfolio of brands, including Fanta. While specific earnings for Fanta are not provided, the brand is among the company's "billion-dollar brands," generating over $1 billion annually. This financial strength positions Fanta well to execute its ambitious Halloween campaign and achieve its core objective of driving business growth.

References:
[1] https://www.adweek.com/creativity/coca-cola-claimed-christmas-now-fanta-wants-halloween/