Fanta is teaming up with Warner Bros. Pictures to bring fans all over the world a delicious taste of the afterlife.
To promote the highly anticipated film "Beetlejuice Beetlejuice," the soft drink brand is giving the titular character his very own limited-edition flavor.
"Halloween has been a key moment for Fanta for the past decade, so we’re really excited to partner with Warner Bros. for our biggest Global Halloween program yet," Coca-Cola Marketing Director Danae Blanco said in a statement to DesignRush.
Titled "Summon What You Wanta," the campaign was created by WPP Open X, led by Ogilvy, and supported by Burson, EssenceMediacom, GOAT, Hogarth, Subvrsive, and VML.
The new flavor, Fanta Haunted Apple, will feature black-and-white striped packaging inspired by the ghastly ghost's signature outfit.
Portrayed by actor Michael Keaton, the titular character's mean mug also appears on the label.
Additionally, the entire Fanta flavor range will receive Beetlejuice-inspired makeovers, with each flavor featuring a different character from the film.
In the U.S., the promotion extends to three flavors:
- Orange and Orange Zero Sugar - Jenna Ortega's Astrid
- Strawberry - Winona Ryder's Lydia Deetz
- Pineapple - Catherine O'Hara's Delia Deetz
The international release also includes Fanta Grape (Monica Bellucci's Delores), Lemon (Willem Dafoe's Wolf Jackson), and Strawberry Kiwi (Winona Ryder's Lydia Deetz).
Each product will feature a QR code that fans can scan to view exclusive content, which includes access to physical and digital experiences and the chance to win tickets to see the film in cinemas.
The campaign also includes a wide range of activations in September and October, such as Beetlejuice Beetlejuice: The Afterlife Experience, in partnership with Fever and Fanta.
"Holidays are often laden with tradition and obligations, but Halloween feels Gen Z’s to own and define on their terms, from what they do to who they spend it with," Blanco explained.
"So, this year we’re encouraging them to 'Summon What You Wanta' and celebrate their own way, with exclusive access to the most exciting experiences and the season's spookiest film," she concluded.
The new Fanta x Beetlejuice Beetlejuice flavor and packaging will be made available internationally starting August 12 while "The Afterlife Experience" with Fiver opens on August 23 at Los Angeles’s Ovation Hollywood.
This is an example of a great brand partnership, with two brands known for being fun coming together to create something new.
This allows Fanta to tap and engage with Beetlejuice fans. On the other hand, the movie is promoted not only on screens but also on store shelves in supermarkets and convenience stores across the globe.
Remember that ensuring that both brands benefit is what makes a partnership successful.
Beetlejuice, Beetlejuice, Beetlejuice!
"Beetlejuice Beetlejuice" is a sequel to the iconic gothic horror-comedy film "Beetlejuice" directed by Tim Burton.
It sees the return of stars Keaton, Ryder, and Catherine O'Hara, who are reprising their leading roles for the first time in 26 years.
The trailer made headlines when it was first released in June, as fans celebrated the return of the cult classic character.
Fanta's collaboration with the long-awaited sequel is sure to add to the excitement.
"Fanta is a brilliant collaborator and has delivered a truly inventive spin on their product with a limited-edition lineup that pairs perfectly with visionary filmmaker Tim Burton’s iconic creation,” Dana Nussbaum, EVP for Worldwide Marketing at Warner Bros. Pictures, said in a press release.
"Beetlejuice Beetlejuice" isn't the only film that has collaborated with a famous beverage this year.
Last month, Marvel blockbuster "Deadpool & Wolverine" partnered with Heineken for a special spot involving the two mutants.
"Beetlejuice Beetlejuice" comes to theaters on September 6.
Editing by Katherine 'Makkie' Maclang
