Fanta and Warner Bros Announce Global Partnership
Today, Fanta and Warner Bros. Pictures are excited to announce a global partnership ahead of the release of the highly anticipated movie Beetlejuice Beetlejuice – debuting in cinemas on September 6th, 2024. Manifesting the spirit of the mischievous demon, Fanta and Warner Bros. Pictures are coming together to bring a taste of the Afterlife to consumers across the globe.
Fanta is summoning Beetlejuice with his own Limited-Edition Fanta Beetlejuice Zero Sugar flavour, with the packaging showcasing the titular character himself, played by Michael Keaton. The new product offers a unique apple flavour expression and the iconic black-and-white striped design associated with Beetlejuice, available for a limited time.
The full Fanta flavour range will receive limited time makeovers featuring the Beetlejuice Beetlejuice characters, including Orange - Astrid (played by Jenna Ortega), Strawberry - Lydia Deetz (played by Winona Ryder), Pineapple - Delia Deetz (played by Catherine O’Hara), as well as Grape - Delores (played by Monica Bellucci), Lemon - Wolf Jackson (played by Willem Dafoe) and Strawberry Kiwi - Bob (the Shrinker!) Products feature a QR code that can be scanned for access to exclusive physical and digital experiences, including the chance to win tickets to catch the new movie Beetlejuice Beetlejuice in cinemas.
Nothing evokes the upcoming spooky Halloween season like a trip to Winter River, where three generations of the Deetz family return to soon find their lives turned upside down when the portal to the Afterlife is accidentally opened. Soon there’s trouble in both realms because, once summoned, it’s only a matter of time before Beetlejuice unleashes his very own brand of mayhem!
Halloween is one of the only celebrations where you can shake off the obligations that often come with other holidays, and it represents the opportunity to define your experiences in your own terms – from what we do to who we spend it with. This year, Fanta® is encouraging the world to ‘Summon What You Wanta’ by offering new ways to celebrate Halloween your way, with exclusive access to the season’s most sought-after new film – Beetlejuice Beetlejuice – and through a range of consumer activations in September and October. In addition, the ‘Summon What You Wanta’ and Fanta partnership with Beetlejuice Beetlejuice will come to life across: AV: In close partnership with Warner Bros. Pictures, Fanta has created a 60” AV spot ‘Rider Rules’ with social cut-downs. The AV follows a protagonist, who, after reciting ‘Wanta Fanta’ three times at the vending machine on an abandoned platform, summons the Fanta Afterlife Train. Heavily inspired by the train sequence in the film, once aboard, he learns the rules of riding, amongst a train of recently deceased.
OOH: OOH and DOOH ‘Haunt your Tastebuds’ assets will go live in 50+ markets, showcasing the limited-edition Beetlejuice flavour and character pack designs
Character packs & On-pack competition: Consumers will be able to purchase their favourite characters of the movie on Fanta limited edition Beetlejuice Beetlejuice packs and by scanning them they will have a chance to win tickets to see the film in theatres
Shopper: Shopper activity will transport consumers to the worlds of Beetlejuice Beetlejuice and Fanta as they browse the aisles for Halloween supplies this season
Dana Nussbaum, executive vice president, worldwide marketing at Warner Bros. Pictures comments, “We are so thrilled to be bringing the wildly imaginative and ghoulishly creative Beetlejuice Beetlejuice to theatres this September and are proud to partner with Fanta on this character’s long-awaited return to the big screen. Fanta is a brilliant collaborator and has delivered a truly inventive spin on their product with a limited-edition line up that pairs perfectly with visionary filmmaker Tim Burton’s iconic creation.”
Ibrahim Salim Khan, VP global category strategy, Fanta at The Coca-Cola Company adds, “We’re excited for fans to try out our special new Fanta limited edition flavour - an unmissable extension of the Fanta range. There’s more to come with this iconic partnership, so keep an eye out for a series of Beetlejuice-themed experiences that will be rolled out throughout September and October, so you can get up close and personal with the film of the season.”
In addition to the new products, Fanta is set to announce opportunities for unparalleled access to Beetlejuice Beetlejuice, including virtual and in-person immersive experiences. The limited-edition Fanta Beetlejuice products will grant access to a range of experiences, accessible by scanning the QR code and downloading the Coca-Cola App (in Europe). Those outside of Europe will arrive at the OneXP page. Both will open a world of activity, with further announcements on these exciting experiences due to be revealed soon!
The Fanta Beetlejuice Beetlejuice range is now available in over 50 markets across the globe.
Fanta and Beetlejuice Beetlejuice was created by WPP Open X, led by Ogilvy and supported by Burson, EssenceMediacom, GOAT, Hogarth, Subvrsive, and VML.
