Dive Brief: 

• Fanta and Warner Bros. Pictures announced a global partnership around the release of “Beetlejuice Beetlejuice” that includes a limited-edition flavor, according to a company announcement. 
• The Fanta Beetlejuice beverage boasts a “unique flavor expression” and packaging with a black-and-white striped design associated with the titular antagonist. Additionally, the full range of Fanta products will receive a makeover to spotlight other characters from the upcoming sequel.
• The tie-in products will be available beginning Aug. 12 in over 50 markets and feature QR codes on the packaging that can be scanned to unlock exclusive physical and digital experiences, including the chance to win movie tickets. 

Dive Insight: 

Fanta is calling on Beetlejuice ahead of the release of the iconic film’s sequel, delivering a limited-edition flavor and slew of QR code-powered experiences. The move could deliver a sales bump to the soda brand owned by Coca-Cola as consumers await the movie’s Sept. 6 release. “Beetlejuice Beetlejuice” is expected by Hollywood insiders to pull box office totals of over $100 million in its opening weekend, Deadline reported.

Fanta’s “Beetlejuice Beetlejuice” products include QR codes that can be scanned to unlock experiences, including a chance to win movie tickets. Details on the experiences are yet to be announced, though the tie-in is set to include virtual and in-person activations. The Fanta and “Beetlejuice Beetlejuice” campaign was created by WPP Open X, led by Ogilvy, and supported by Burson, EssenceMediacom, GOAT, Hogarth, Subvrsive and VML. 

Beyond Fanta, Warner Bros. has made additional efforts to promote the “Beetlejuice” sequel, including the launch of an immersive experience on Roblox. In a first for Roblox, the gaming partnership includes a virtual Fandago box office where users can purchase real-world movie tickets. 

Packaging for the Beetlejuice flavor showcases the film’s memorable antagonist, played by Michael Keaton, while sporting a black-and-white striped design inspired by his outfit. Details of the beverage’s flavor profile were limited.

The full lineup of Fanta drinks are receiving a makeover to profile other characters from the sequel. For instance, Fanta Orange will be themed around Astrid (Jenna Ortega) while a Strawberry offering will feature Lydia Deetz (Winona Ryder). Product availability will vary by market. 

Fanta’s latest effort comes as it gears up for Halloween, a period typically owned by confectionery brands but one the fruit-flavored soda purveyor is vying for a bigger stake in. Accordingly, the marketer is introducing a “Summon What You Wanta” tagline to encourage consumers to celebrate Halloween in their own way.

The Halloween tagline builds on a revival of Fanta’s “Wants Fanta” global platform from April. The campaign, which calls back to the early aughts, encourages consumers to indulge in what they want amid the daily hustle. The memorable “Wanta Fanta” anthem has also been revamped with a lyrical twist designed to help the brand court Gen Z.

Coca-Cola began overhauling the Fanta brand last year, with an accompanying integrated marketing campaign in North America. Its parent company recently reported its Q2 earnings, which beat estimates. New revenue grew 3% year over year to $12.4 billion. Positive results for the beverage giant come as competitor PepsiCo reported a more cautious outlook for its full-year sales amid struggles with U.S. demand.