Fanta Western Europe,
Halloween
Over three years, I led the creative strategy and direction for Fanta’s new Halloween charter across Western Europe, a trilogy of digital-first campaigns that turned Halloween into Fanta’s Christmas. Our mantra: “Strengthen the association to own the occasion.”
Each year we:
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Met teens where they were (Snapchat + Instagram)
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Engaged them through transgressive, Halloween-inspired creativity
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Gave them tools for self-expression via exclusive lenses and filters
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Modelled behaviour through influencers
The results were remarkable: a 9% year-on-year sales uplift sustained across the full period, establishing Fanta as the #1 teen soft drink during the spooky season and making its Halloween campaigns some of Snapchat’s most successful branded activations ever.
Relaunched Fanta for a teen audience through #FANTAxYOU, a UGC idea celebrating collective fun and collaboration. Halloween became the key cultural moment to connect with teens’ appetite for play through fear.
• Idea: Distort Reality – prank the internet through eerie digital glitches and Snap lenses unlocked from Noma Bar-designed cans.
• Result: 25 million unique users, 137 million impressions, 1.14 million Snapcode unlocks, 37% engagement rate, 37-second average playtime.
“One of our most successful Fanta campaigns in Europe to date.” Caroline Kraft, Senior Brand Manager
Built on success with a theme of transformation: “Teens love Fanta so much, they’ll always find a way to get to it.”
• Four transformative Snapchat lenses, static filters, and stickers encouraging identity-play.
• Toolkits extended the campaign through Halloween make-up, costume tutorials and influencer activations.
• Result: 45% Snapchat engagement rate (vs 25% benchmark), 126 million impressions, and continued sales growth across 14 markets.
Introduced new product Fanta Dark Orange through a provocative creative idea exploring boundaries of fear and taste.
• Lenses pushed technical limits — including Face Peel, Demon, Smoky Ghost, and an AR creature on pack - all Snapchat firsts.
• Supported by social films I directed for Snapchat and Instagram.
• Capped the trilogy with a sustained 9% sales uplift and deep brand–occasion linkage.
Over three years, the Fanta Halloween programme:
• Cemented Fanta’s ownership of Halloween among teens
• Delivered consistent commercial growth across Western Europe
• Pioneered creative–tech collaborations with Snapchat that set new industry standards
A genuinely frighteningly effective trilogy — where brand, culture, and technology collided to make Halloween Fanta’s own.
Credits
Agency: Movement
Creative Direction & Strategy: Mark Freeman
Experience Director: Tim Ash
Creatives: Mike Stone, Tom Shelton, Lewis Peat
Too Dark Videographer: Neal Parsons
Post Production: Flock London
Snapchat Lens Development: Snap Inc.