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Fanta’s Haunted Universe, Halloween and the Business of Creativity | | Ibrahim Khan, Coca-Cola Company, Fanta TM
"Our vision is for Halloween to become for Fanta what Christmas is to Coke.”
How do you turn a seasonal campaign into a global brand platform that could last for decades?
For Fanta, Halloween is about more than limited-edition packaging or a spooky campaign. It’s an opportunity to build an entertainment universe, connect with passionate fan communities and turn a local cultural insight into a global growth opportunity.
Justin Cooke sits down with Ibrahim Khan, Global Vice President of Marketing at the Coca Cola company, to explore the strategy behind Fanta’s Haunted Universe and how the brand…
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