Observed Signal · Aug 24, 2026 · Product Launch · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Original Content / Branded Entertainment Market: Fanta Launches Haunted Universe for Halloween
On August 24, 2026, Coca-Cola-owned Fanta unveiled "Fanta’s Haunted Universe," a branded entertainment initiative built around original storytelling for the Halloween season. The program debuts with a cinematic trailer and introduces four new characters, supported by live and digital experiences that will run through this year’s spooky season and beyond. Fanta says the initiative represents a shift from seasonal Halloween marketing toward producing original content and intellectual property, with the aim of building a long-running entertainment platform. Ibrahim Khan, global vice president of marketing at Fanta, described the universe as intended to entertain fans for many years.
A major CPG brand (Fanta/Coca-Cola) moving from seasonal marketing into original content and experiential programming could influence branded entertainment strategies and seasonal campaign planning across the industry.
Wichtigste Kernpunkte & Evidenz
- Fanta (owned by Coca-Cola) unveiled "Fanta’s Haunted Universe" on August 24, 2026.
- The initiative debuts with a cinematic trailer and introduces four new characters.
- The program includes storytelling plus live and digital experiences running through the Halloween season and beyond.
- Fanta positions the effort as a shift from seasonal Halloween marketing to creating original content/IP, per Ibrahim Khan, global vice president of marketing at Fanta.
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