M3GAN

Fanta is building an independent 'Haunted Universe' for Halloween by creating its own spooky characters and experiences, marking a shift toward becoming an entertainment brand rather than just a Hollywood collaborator. The soda brand worked with GRAiL to create four original personas, which will be featured in products, content, and live events. Global VP of marketing Ibrahim Khan noted this strategy is designed to give Fanta an enduring platform that can grow year over year.