Fanta and Xbox Roll Out Game-Led Packs Across 60 Markets

Fanta is turning soda into a game you have to win back.

To mark the 25th anniversary of Xbox, the soda giant is rolling out a global campaign that merges gaming franchises with limited-edition packaging, challenges, and rewards.

At the heart of the campaign is a special collection featuring characters from titles like Call of Duty, Halo, World of Warcraft, Diablo IV, and Forza Horizon 6.

To up the excitement, these specially-designed cans will launch alongside a new flavor called "Fanta Crimson Sour Cherry."

Fanta's idea, developed with WPP Open X and led by Ogilvy, is simple. If fans “Wanta Fanta,” they have to earn it.

"We’re just getting started,” Vice President of Global Sparkling Flavors Category Ibrahim Salim Khan said in a press release. 

"Fanta believes in delivering the 'Wanta Fanta? Come Get It' challenge that fans are most passionate about, and this partnership with Xbox takes it to a whole new realm of delicious game play."

The campaign uses recognizable gaming IP not just as decoration, but as the backbone of the experience.

Packs are designed as collectibles, already gaining traction online before the official launch.

"The latest collaboration between Fanta and Xbox really shows what happens when two culturally fluent brands meet as equals," Sue Murphy, senior director of global design at Fanta, shared with DesignRush.

"Even before the campaign launch, we saw the pack collection start to go viral on social media around the world, driven purely by their iconic, high-impact design."

How Players Unlock Rewards

Starting April 8, fans who purchase the limited-edition products can access a series of in-game challenges tied to the featured franchises.

These include exclusive Fanta Rewards Chest challenges, where players compete for prizes, merchandise, and gaming experiences.

Each product acts as an entry point into a larger system.

Buying a drink unlocks access to gameplay moments, allowing a simple purchase to become a repeatable loop of engagement.

The campaign spans more than 60 markets across North America, Latin America, Asia-Pacific, Europe, and Africa.

This makes it one of Fanta’s largest global activations to date.

Ultimately, it's a campaign that connects retail, gaming, and digital interaction into one system. 

Fans can buy sodas anytime, but this brand partnership gives fans a reason to come back and play again.

A Full-Scale Gaming Push

Fanta’s latest campaign shows how products can become entry points into a wider digital world that younger audiences frequent:

• Make packaging design a functional entry point. Use it to unlock digital experiences and drive repeat interaction.
• Use IP to drive real participation. Tie it to actions that require actual audience involvement.
• Keep mechanics simple, but build in layers. This allows campaigns to scale while sustaining engagement over time.

In 2025, Coca‑Cola Company reported about $48 billion in annual revenue, marking its position as a global beverage leader.

Coca-Cola's position gives the brand room to pursue partnerships of this size, where both sides bring built-in audiences and cultural reach.

It also shows how incremental engagement across markets can add up at a global level.

Our Take: Is the Drink Even the Point?

Fanta is selling soda, yes, but it's also selling access.

You grab a bottle, but what you’re really buying is a shot at a reward, maybe a win, or maybe just a reason to keep playing.

Games hook you early, give you just enough to stay, then keep the loop going.

If this works, we think that it won’t be because of the flavor.

It’ll be because Fanta figured out how to make a drink feel like part of a system people already love.

In related brand news, Diet Coke recently teamed with "The Devil Wears Prada 2" and baked itself into the highly anticipated sequel's storyline. 

Brands targeting loyal fanbases need agencies that understand cultural timing and spending patterns. Explore these top creative agencies in our directory.