Fanta aims to own Halloween with new campaign targeting teens and mums
Orange soft drink brand Fanta is launching a large brand assault as it looks seeking to capitalise on the fact Halloween falls on a Saturday this year and target the 25 per cent of Australians who are believed to now celebrate the occasion.
Fanta’s parent company Coca-Cola South Pacific has launched a “tastes like Halloween” brand campaign through media agency Ogilvy which will build on its existing #FantaTastesLike social media campaign.
The campaign strategy is focused on two groups: mums who will see advertising through a strategic partnerships with Taste.com.au and Nova personality Kate Ritchie along with major retail activations and outdoor advertising; and teenagers who will be targeted with a out-of-home advertising push and dedicated social media, mobile and search marketing.
Ramona Spiteri, brand manager for Fanta 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.
God, those brand managers are clueless…Robots regurgitating the same old stuff, with a complete lack of respect for their potential customers or understanding of how brands and communication actually work
Playful is not a positioning. And if it was, do you think that makes you unique in the soft drink category? Playful is not exactly what I’d associate with Halloween.
The whole campaign and rationale are just one massive fallacy
@another brand manager i guess it reads better in the press than “well, there’s such a scary amount of sugar in our product we think it’s the perfect brand to associate with Halloween” or “pumpkins are orange…..we’re orange……so……”
sell more sugary drinks to kids, really some great work
They should go all out scary – ‘we were invented for Nazis to drink when Coke couldn’t get their ingredients to Germany, oooooooooo’.