With 25 per cent of Aussies now celebrating Halloween, which this year falls on a Saturday, Fanta is seeking to utilise the brand’s playful qualities to own the occasion and make it the party beverage of choice.
To signal the significance of Halloween for Fanta, the brand launched a major integrated marketing campaign that includes above-the-line media for the first time, building on the #FantaTastesLike campaign.
The campaign strategy is twofold, reflective of the brand’s two distinct target groups. Mums will be targeted through strategic partnerships with taste.com.au and NOVA‘s Kate Ritchie, in addition to heavyweight retail activations supported by proximity outdoor advertising that is aligned to path to purchase.
The second part of the strategy is to reach teens through a targeted marketing campaign. This includes a major out-of-home advertising push, brought to life through a fun and vibrant creative, complemented by dedicated social media activity, mobile and search marketing.
To drive product visibility, the campaign with be fronted by a strong in-store presence with stand-out thematic packaging across selected Fanta Orange and Fanta Lemon Lift packs. The packaging will be supported by Halloween-themed POS, including hanging mobiles and off-location display units.
“The ‘Tastes Like Halloween’ campaign is a direct reaction to the increasing popularity of Halloween celebrations in Australia and its role in driving significant growth across products in the Fanta portfolio in recent years,” Fanta Brand Manager Ramona Spiteri said.
“Fanta is the perfect brand to capitalise on this occasion due to its playful positioning, tying in perfectly with the values and fun of Halloween. This year, we have developed our biggest Halloween campaign to date and we are confident of making Fanta the treat of choice for the spooky celebrations.”