Marketing
A Crucial Lesson in Brand Building: How Fanta is Trying to Become the Symbol of Halloween Similar to Coca-Cola at Christmas?
Fanta has a long-term strategy for Halloween: Instead of creating a new advertising campaign every year that ends after Halloween, it wants to turn Halloween into a part of its brand identity. To achieve this, Fanta has created a special world called Fanta's Haunted Universe and introduced four original characters into this world. The idea is that these characters and stories won't just be for a few weeks' campaign, but will grow year after year and become the foundation for new content, products, experiences, partnerships, and stories. For years, Fanta has utilized well-known characters from the horror world, but now it is taking a more significant step: Moving from being a user of other people's intellectual property to creating its own intellectual property. The goal is massive. Fanta wants to build a long-term relationship between the brand and Halloween, just like the relationship Coca-Cola has built with Christmas over decades. There is a crucial lesson in brand building here: Advertising campaigns end, but characters and stories can become brand assets. If the customer waits every year to see what Fanta will do for Halloween, the brand is no longer just advertising; it is creating anticipation. This is a major difference. Because in classic marketing, a brand tries to buy people's attention every year; but in long-term brand building, the goal is to create an asset that people themselves wait to return. Fanta isn't just advertising for Halloween; it is trying to become a part of Halloween.
