Dive Brief:
- Fanta, a Coca-Cola brand, is partnering with Xbox on a series of activations centered around the gaming company’s 25th anniversary, according to information shared with Marketing Dive. The global campaign will span online video, social and digital.
- Fanta will release limited-edition packaging featuring characters from popular Xbox titles, such as Halo and Call of Duty. Each package will feature a QR code that unlocks special challenges and rewards, including in-game and real-world prizes. The challenges will expand significantly by June, according to press details.
- Additionally, Fanta is launching a new limited-edition flavor, Fanta Crimson, with packaging featuring Diablo IV graphics. The collection overall will be available in more than 60 markets across North and Latin America, Asia, the South Pacific, Europe and Africa.
Dive Insight:
Fanta, in what it calls its first global campaign focused on gaming, is tapping into some of the most popular titles in Xbox’s history as part of a multi-game collaboration to celebrate the 25th anniversary of the Microsoft company. The effort makes use of some of the most identifiable properties in gaming to make both brands feel relevant to consumers.
The multifaceted effort includes a variety of activations and initiatives, such as the Fanta Rewards Chest challenges. Creative include two new spots, a 15-second video and an extended minute-long video, which is set to air April 6. In the videos, various video game characters and items appear in the real world to take Fanta from unsuspecting consumers. A tagline, “Wanta Fanta? Come get it,” is a play on the brand’s long-running slogan.
Games featured in the effort include Halo, Call of Duty, Diablo IV, World of Warcraft and Forza Horizon 6. The iconic characters, such as Master Chief from Halo and Ghost from Call of Duty are intended to invoke feelings of nostalgia among players. The inclusion of Halo is particularly noteworthy as Halo: Combat Evolved was a launch title for the first-ever Xbox in 2001.
Since its reintroduction by The Coca-Cola company in 2001, Fanta has seen remarkable success. The fruit-flavored soda is the fourth largest carbonated soft drink by volume in the world and the most popular soda in California, Hawaiʻi and Oregon. The Coca-Cola Company has utilized local activations to promote Fanta, such as a Halloween activation that ran in approximately 50 markets.
Made in collaboration with Forpeople, the latest collaboration was created by WPP Open X, led by Ogilvy and supported by Burson, VML, WPP Media and WPP Production.
