"This Halloween, horror fans will be invited to a live experience from Coca-Cola's Fanta, where they'll be spooked by iconic scary movie characters like Chucky and M3gan and challenged to navigate a series of escape rooms. The Haunted Fanta Factory, open nightly in New York from October 29 to 31, is the product of a Coca-Cola partnership with Hollywood studio Universal Pictures and its production partner Blumhouse. There will also be soda cans sporting movie characters, a limited flavor sold at AMC theaters,"
"Coca-Cola has been leaning hard into Halloween as it tries to replicate the flagship brand's long-standing association with Christmas. Fanta is the way in because it's the company's play for Gen Z, and Gen Z particularly loves Halloween. "We are trying to make Halloween to Fanta what Christmas is to Coke," said Ibrahim Khan, global VP of marketing at The Coca-Cola Co."
The Haunted Fanta Factory will open nightly in New York from October 29 to 31, featuring iconic characters such as Chucky and M3gan and escape-room challenges. The activation is a partnership between Coca-Cola's Fanta, Universal Pictures and Blumhouse and includes branded soda cans and a limited flavor at AMC theaters. Coca-Cola is expanding Halloween activity globally for a second year to mirror Coke's Christmas association, using Fanta as the gateway to reach Gen Z. The National Retail Federation projects record Halloween spending, and the campaign deliberately favors horror-comedy to keep Fanta's fun, lighthearted image.
Read at Business Insider
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