Fanta is conjuring a spooky surprise for Halloween, teaming up with the highly anticipated Beetlejuice Beetlejuice sequel. The iconic soda brand is releasing a limited-edition flavor and a host of QR code-powered experiences to coincide with the film’s September 6 release.
Beetlejuice Beetlejuice is expected to be a box office hit, and Fanta is hoping to ride the wave of excitement. The limited-edition Fanta boasts a black-and-white striped design inspired by the film’s ghoulish protagonist, Michael Keaton’s Beetlejuice. While the beverage’s flavor remains shrouded in mystery, the packaging alone is sure to captivate fans.
Beyond the titular drink, the entire Fanta lineup is getting a Halloween makeover. Fanta Orange channels the energy of Jenna Ortega’s Astrid, while Strawberry embodies the spirit of Winona Ryder’s Lydia Deetz. This strategic move positions Fanta as a key player in the Halloween market, traditionally dominated by confectionery brands.
According to Danae Blanco, Marketing Director at The Coca-Cola Company, “Fanta is committed to liberating wants in a world that glorifies needs. Holidays are normally linked to traditions and obligations, but Halloween presents the freedom for Gen Z to fully own the occasion and define their experiences on their terms.“
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The partnership kicks off with a limited-edition Fanta Beetlejuice apple flavor, featuring the mischievous character’s signature black and white stripes on its packaging. The rest of the Beetlejuice Beetlejuice cast will be featured on bottles and cans of the full Fanta range, including Orange, Strawberry, Pineapple, Grape, Lemon, and Strawberry Kiwi flavors.
Consumers can scan on-pack QR codes to access exclusive physical and digital activations inspired by the Afterlife, including the chance to win tickets to see Beetlejuice Beetlejuice in theaters. In Australia and select European markets, glow-in-the-dark packaging technology will add an extra layer of fun to the Fanta experience.
“We are so thrilled to be bringing the wildly imaginative and ghoulishly creative Beetlejuice Beetlejuice to theaters this September and are proud to partner with Fanta on this character’s long-awaited return to the big screen,” said Dana Nussbaum, Executive Vice President, Worldwide Marketing at Warner Bros. Pictures.
The partnership will also include a series of Beetlejuice Beetlejuice-themed virtual and in-person experiences, set to roll out over the coming weeks. With its inventive spin on product and immersive experiences, Fanta is set to make this Halloween season one to remember.
Coca-Cola, Fanta‘s parent company, is riding high on recent financial success. The beverage giant’s Q2 earnings surpassed expectations, fueled by a 3% increase in new revenue. This positive trajectory positions Fanta well for its Halloween push.