Australians are getting more and more into the fun of Halloween and Fanta is aiming to "own" the holiday with a major brand push.
We guess it's not orange for no reason, right?
In its bid to tap into the 25% of Australians now celebrating the holiday, Fanta is launching a major integrated marketing campaign including above the line media for the first time, targeting two specific groups.
'Mums' will be targeted through partnerships with Taste.com,au and Nova personality Kate Ritchie along with OOH advertising aligned to the path of purchase.
Teens will also be targeted through a major OOH push and dedicated social media, mobile and search.
All of its creative executions will build on its existing #FantaTastesLike brand platform.
Fanta brand manager Ramona Spiteri said: "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 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."
Agency credits:
Media Strategy & Buying: UM
Creative: Ogilvy
POS: Passport
MGB OOH: Passport
Teens OOH: Ogilvy
Trade PR: Red Agency
