Fanta has launched a major new marketing campaign in Australia via Ogilvy Sydney to further build the brand’s strong association with the fun and creativity of Halloween. The campaign will mark the first time the brand has leveraged the hugely popular video sharing platform TikTok.
The Fanta Halloween campaign has also been created and produced entirely in Australia – the first time for the global brand in more than a decade. The local creative throws down a challenge to young Aussies to make a fun and ‘bold choice’ by choosing the ‘bold taste’ of Fanta over the spooky season.
The campaign is led by a 15 second TVC aimed at late teens and young adults and features ‘Bold choice. Bold taste’ as the tagline. The spot is a tongue-in-cheek look at a Halloween party where partygoers make some very ‘bold’ choices with their costumes. It will be screened nationally on television, online video and on social until early November.
Fanta’s new Halloween campaign also marks the first time a beverage brand in Australia has partnered with creators on the hugely popular short-form video platform TikTok.
The brand will mobilise a group of highly creative and popular influencers on TikTok who will share teaser videos featuring their imaginative takes on Fanta’s fun ‘Cauldron Challenge’.
The challenge will see influencers encourage their followers to unleash their creativity by making bold and imaginative Halloween costumes and sharing them on the platform.
The Fanta Halloween campaign is part of an exciting month for the brand with Fanta also unveiling its brand new twist bottle for 1.25 and 2 litre bottles. The Fanta twist bottle design is set to roll out across the rest of the range by the end of 2020.
Oscar Gonzalez, brand manager, Fanta said: “It is a hugely exciting few months for Fanta in Australia with our bold new Halloween campaign which we have created right here in Australia rolling out at the same time as our fun new twist bottle. Our brand is increasingly looking for ways to better engage with our consumers, and through Fanta Halloween we are confident we are tapping into a moment of cultural relevance that resonates with a key target market.”
The campaign will also feature in-store shopper activations, point-of-sale materials featuring Fanta recipes and owned social media content.
Source: Campaign Brief