Fanta has launched its own horror universe for Halloween, moving beyond its previous collaborations with established horror franchises to create original characters and stories.
New characters
Called Fanta’s Haunted Universe, the new entertainment property features four characters inspired by classic horror archetypes, including vampires, werewolves, supernatural spirits and futuristic horror.
Developed with entertainment studio GRAiL, the universe launches with a cinematic trailer, with more content, character stories and experiences planned for the Halloween campaign.
The move represents a shift in how Fanta is approaching Halloween. Rather than relying solely on established entertainment franchises, the brand is building intellectual property of its own that can potentially develop across stories, characters and experiences.
“At the heart of the first chapter are four original characters created by reimagining the enduring archetypes of horror and Halloween through a distinctly Fanta lens,” the brand says.
Each character has its own personality, backstory, supernatural abilities and role within the wider universe.
Fanta global vice president of marketing Ibrahim Khan says the project is the brand's move “from collaborator to creator”.
“Fanta’s Haunted Universe is our move from collaborator to creator – building original characters, stories and an original entertainment universe of our own,” says Khan. “Today’s trailer is only the first glimpse of what is to come.”
Creativity meets technology
Fanta worked with GRAiL to develop the universe from the ground up, with technology used as part of a human-led creative process to explore ideas and bring the visual world to life.
The first trailer marks the opening chapter, with Fanta positioning the universe as an ongoing entertainment property rather than a once-off Halloween campaign.
With additional character stories, content and experiences planned for the season, the brand's next challenge will be turning its new horror characters into properties audiences want to return to beyond the initial campaign.
