Why Fanta launched Halloween cans in India

Transcript

Fanta just launched limited edition cans for Halloween in India and I think there is a very very smart reason behind this. Let me explain. See here's the thing for a brand as big as Fanta getting noticed was never really the challenge. The real opportunity is in the number of moments in a year when people actually feel like picking up a Fanta bottle. And obviously the more such moments the better it is, right? So then how do you really create such moments? You basically attach yourself to something that people are already celebrating. It could be a match, a festival or a party and all of these then become a reason to pick up a Fanta bottle that technically did not even existed day before. And if you notice, Coca Cola, the parent company of Fanta has been doing the same thing for many many years now. The special coke cans during the recent FIFA World Cup were exactly this as well. Now Halloween is getting really really popular especially with younger people in India. And a fun and slightly crazy occasion like this fits Fanta's brand personality almost perfectly. In fact this year they've gone a step further. If you point a Snapchat camera at this Halloween can, the can itself opens a lens. You don't need any QR or any link to access it. Monsters come out to grab your Fanta and you basically have to run for it. And this by the way only works for the special edition Halloween can, which I think is also very clever because it gives you one more reason to pick up the cans. By the way, these cans are available on quick commerce apps and in stores near you. I really think Fanta and other brands of the Coca Cola company have reached a point which I call marketing maturity to be able to do all of this and pull it off in a meaningful way. What are your thoughts? Let's share in the comments.

Transcribed automatically from the video, so small errors are possible.