Beetlejuice Takes Over Alexa App for Fantasy Mystery Halloween Experience

Halloween is a key date for Fanta. For the brand, it is a unique opportunity to engage the consumer with striking, different and frighteningly fun campaigns. Every year, Fanta launches limited editions with enigmatic flavours and thematic packaging, accompanied by actions of great repercussion. For Halloween 2024, Fanta in partnership with Warner launches Beetlejuice Beetlejuice, which premiered in theatres in early September this year, as part of the global campaign 'I Want Fanta'. Fanta Mystery invokes Beetlejuice with the limited edition flavour, 'Fantasy Mystery Beetlejuice'.

This year, an actions promise to move sales and generate conversations on digital channels in Brazil during Halloween, created by WPP Open X.

The initiative, scheduled to premiere on October 21st, was created by Open X and led by Ogilvy Brasil and is entitled Re-Possession Fanta Beetlejuice. The activation will challenge consumers to invoke the product by interacting with Alexa, Amazon's virtual assistant.

To start the game, just have the brave activate the Fanta Beetlejuice skill in the Alexa App and then say 'Wanta Fanta, Wanta Fanta, Wanta Fanta' to their devices with Alexa, evoking the repetition mechanics three times, which is central to the plot of the Beetlejuice movie. From there, the Beetlejuice Mystery Fanta will have fun to haunt Alexa users, who will get a special Fanta surprise.

Activation takes place nationally until October 31st. After the end of the prizes, participants will still have the chance to win a digital prize: an exclusive e-book with several amazing Halloween tips to make your celebration even more special.

To give life to the idea of technological possession, Ogilvy Brasil, in partnership with Iara Digital and A-Gandaia, created an innovative skill, with a personalized, special and unpredictable programming that will combine the original sound effects of the film, with exclusive scares specially produced by the brand to build a unique and frighteningly fun experience.

"It's Fanta's way of bringing Beetlejuice into people's homes. Mixing brand experience and conversion. We are happy to announce more of this partnership, bringing this immersive and fun action, providing an even more exciting Halloween for everyone," comments Ted Ketterer, head of marketing at Coca-Cola Brazil.

The activation will be communicated through media on Meta, Google and Amazon Ads, in addition to challenging digital influencers to invoke the Beetlejuice Mystery Fanta on their devices with Alexa also with creative and fun content.