Fanta: Transforming Halloween

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Fanta, Snapchat and digital agency Movement helped teens transform at Halloween, with a campaign that spanned 14 markets in Western Europe

Halloween is a key time when teens experiment with their identity, particularly those aged 16 to 19. Fanta released empowering tools and experiences that allowed teens creative freedom when expressing their identity, on the platforms where they spend most their time.

An overarching theme of ‘transformation’ ran through four Halloween-themed Snapchat lenses, with each featuring a different character that has distinct features that change to allow teens to get to Fanta more easily. Two filters and 15 Stickers could be added to Snapchat images or pinned to video content. Snapcodes on the back of Halloween-themed Fanta packs, designed by artist Noma Bar, drove consumers to unlock the exclusive Snapchat content.

The campaign was supported by assets across other digital platforms, such as Instagram, with formats for Feed, Stories and Instagram TV (IGTV). Additional assets included digital banners and an eCommerce toolkit for local markets to activate. All social media content was themed around transformation, including Halloween nail art and make-up tutorials, party hacks and costume tutorials.