Fanta is bringing both a trick and treat to the spookiest season of the year with the limited-edition launch of a hauntingly delicious mystery flavor and 5D drinking experience.
The brand is scaring up festive fun this fall with its second #WhatTheFanta drop, a zero-sugar offering designed to trip up tastebuds with a look and flavor shrouded in secrecy. As a delightfully terrifying twist, the drink temporarily turns tongues black for a convenient complement to Halloween costumes. The ghoulish fusion of innovation and novelty supports Fanta’s refreshed mission to inspire more joyful interruptions and adventure into everyday moments for curious, playful-at-heart fans.
“Consumers love the fun of a guessing game, especially during Halloween when mystery and the allure of the unknown play such a key role in the festivities,” said Dane Callis, Senior Brand Manager, Fanta North America. “Since Fanta has a longstanding association with Halloween and with delivering a wide variety of bold, irresistible flavors, we saw the opportunity to do something innovative and novel. The brand is already known for one of the holiday’s two primary colors—orange—so we thought, ‘Why not fulfill the tableau with a black-colored Fanta and Halloween-inspired packaging graphics?’”
Soda sleuths can uncover the flavor through the Clue Collector online game and social media challenges. On-pack QR codes unlock entry to the graveyard-themed world of #WhatTheFanta, where fans can dodge mysterious tombstones, zombie hands and other creepy crawlies to collect #WhatTheFanta bottles and flavor clues for the chance to win prizes like AMC movie ticket bundles or tickets to Adult Fright Fest at Six Flags, Cedar Fair Park, Busch Gardens Park, and Sea World. Cheeky, culturally relevant content on the brand’s social media handles will invite fans to show their creative costume ideas and solve the mystery flavor.
Fanta also is partnering with Nava Rose, a trendsetting content creator and fashion designer with deep ties to Halloween, to create a DIY costume inspired by the #WhatTheFanta flavor and aesthetic. Rose will document her creative process on social media and encourage her followers to share their ideas for black-tongued Halloween costumes.
As Halloween draws closer, glow-in-the-dark, hand-painted wall murals will showcase the #WhatTheFanta visual identity day and night around Los Angeles with locations in Venice Beach, West Hollywood, Downtown and Hollywood. Immersive cinema creative will bring big-screen mystery and whimsy to moviegoers nationwide.
The Halloween-themed #WhatTheFanta is available in the United States in 20-oz. bottles and 6-packs of 7.5-oz. mini cans. Additionally, regular and zero-sugar variations can be found on Coca‑Cola Freestyle and in frozen dispensers at select locations. In Canada, fans can enjoy the limited-edition Fanta in 500-ml bottles, 12-packs of 355-ml cans and on Coca‑Cola Freestyle (regular and zero sugar).