The Coca-Cola Company has unveiled a cross-category Halloween campaign for its Fanta brand, partnering with licensing firm Fun World and Paramount+ to integrate horror icon Ghost Face into its Haunted Universe platform.
The collaboration marks the first guest character entry into Fanta's original entertainment world, launching alongside a new limited-edition beverage, Ghost Face Punch.
The promotional push targets Q3 and Q4 seasonal trading, combining original intellectual property (IP) development, short-run packaging variations, and streaming media tie-ins to drive store footfall and brand engagement across global retail channels.
Entertainment & Branding
The introduction of Ghost Face into Fanta's Haunted Universe represents a shift in the brand's seasonal marketing strategy, transitioning from traditional licensing collaborations toward building proprietary entertainment assets. First launched through a cinematic trailer, the Haunted Universe platform introduces four original Halloween characters alongside guest IP to establish a recurring, multi-year brand environment.
Ibrahim Khan, Global Vice President of Marketing at Fanta, stated that the creation of the Haunted Universe reflects a transition from brand collaborators to content creators, establishing original characters and storylines designed to extend across multiple seasonal campaigns. Khan added that incorporating an established horror icon provides a central anchor for the 2026 Halloween campaign.
Limited Edition Flavour and Packaging
To support store-level velocity and drive collectability among Halloween enthusiasts and horror fans, Fanta is deploying custom packaging graphics and a new seasonal flavour across its retail distribution network.
The limited-edition seasonal lineup includes:
👻 Ghost Face Punch: A new limited-edition Halloween flavour formulation packaged in custom collectable cans featuring Ghost Face graphics.
🎃 Haunted Universe Character Cans: Limited-edition packaging variations showcasing Fanta's four original Halloween characters alongside Ghost Face across individual SKUs.
Licensing Partnerships
The campaign is supported by an integrated media partnership with Paramount+ and Fun World, the licensor of the Ghost Face character mask. As part of the promotional execution, voice actor Roger Jackson, who voices the character in the film franchise, provided original audio assets for campaign broadcasts and digital content.
R.J. Torbert, Director of Licensing and Brand Enforcement at Fun World, noted that bringing Ghost Face into Fanta's Haunted Universe establishes a cross-category experience that connects established film fandom with fast-moving consumer goods.
To support the campaign, Paramount+ is cross-promoting the Scream film franchise across its digital streaming platform throughout the autumn trading period, providing an additional consumer touchpoint between entertainment media and retail beverage purchasing.
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