Fanta Monster Mansion Halloween Adventure | Clapboard Ad Archive

Monster Mansion

In October 2023, Fanta, in collaboration with Coca-Cola and Wunderman Thompson Brazil, launched the exciting integrated campaign "Monster Mansion" across Latin America, leveraging the Halloween season to engage a youthful and playful audience. This innovative medium campaign merges non-alcoholic beverage promotion with TV and streaming content, presenting an unreality show hosted on Fanta’s official YouTube channel. The show features six diverse influencers and content creators from Mexico, Brazil, Chile, and Peru, chosen for their alignment with Fanta’s vibrant brand identity and robust social media presence across platforms like YouTube, TikTok, and Instagram. Set in the eerie yet thrilling Monster Mansion run by the mysterious Dr. Morgana Caligari, the influencers work as a team to solve enigmas, navigate traps, and find six hidden keys to escape, emphasizing cooperation and fun rather than competition. Viewers are invited to actively participate by commenting and reacting live during the episodes, creating an interactive digital experience. This campaign, part of WPP Open X, unfolds over four episodes of up to 15 minutes each, released weekly from October 10 to the Halloween finale on October 31, available in Brazilian Portuguese and Spanish with English subtitles. Spanning 15 countries in the region, including Brazil, Chile, Peru, and others, "Monster Mansion" epitomizes Fanta’s commitment to fostering joyful and memorable experiences, encouraging young spirits to infuse life and snack time with color and excitement. Claudia Navarro, Vice-President of Marketing for Latin America at Coca-Cola, highlights the campaign as a strategic celebration of fun, reinforcing the brand’s connection with its audience through immersive storytelling and culturally relevant content during this festive period.

Credits

Client

Fanta, Coca-Cola

Agency

Wunderman Thompson Brazil

The "Monster Mansion" campaign by Fanta, in partnership with Coca-Cola and Wunderman Thompson Brazil, leverages Halloween as a strategic moment to reinforce the brand’s playful and youthful spirit. The campaign positions Fanta as a catalyst for fun, color, and shared joyful experiences, aligning with its broader brand promise of encouraging lightheartedness and enjoyment during everyday moments, such as snack time. By framing the brand around entertainment and interactive engagement rather than traditional competition, the campaign emphasizes connection and collective participation, enhancing emotional engagement with its audience. The market strategy employs a culturally relevant, experiential content approach, targeting Latin American youth across 15 countries via a multi-episode unreality show streamed on YouTube. This approach acknowledges the region’s diverse demographic and language landscape by casting influencers from six countries, representing various social media niches (lifestyle, gaming, music, fashion) and platforms (YouTube, TikTok, Instagram). This diverse cast supports authenticity and relatability, while the interactive show format—with viewers able to comment and react in real time—drives engagement and a sense of community. The episodic, short-format content fits contemporary digital consumption habits, particularly among younger audiences who prefer bite-sized, shareable entertainment. The collaboration with YouTube taps into a dominant digital platform in the region, allowing broad accessibility with multilingual content and subtitles, further expanding reach. Overall, the campaign’s creative angle centers on immersive, fun storytelling that resonates with a youthful, playful audience, blending entertainment with brand values to deepen consumer connection during a culturally significant occasion.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign fits format #12 because it adopts the structure and tropes of reality TV—specifically, an "unreality show" in a haunted mansion reminiscent of popular escape-room or mystery challenge shows. By borrowing this recognizable entertainment format, Fanta injects Halloween-themed fun and brand personality, making the campaign memorable and engaging. The influencers are guests in a staged, episodic “show,” not mainly to resolve a problem or tell a traditional story, but to create associative entertainment linked to the brand’s playful spirit and seasonal relevance. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. PepsiCo (Pepsi, Mountain Dew) – PepsiCo positions itself as a bold, youthful challenger brand with a focus on pop culture, music, and sports partnerships. It differentiates through strong global marketing campaigns targeting diverse demographics, blending refreshment with energetic lifestyle appeal, and leveraging multi-platform digital content to engage younger consumers in Latin America. 2. Ambev (Guaraná Antarctica) – As a dominant local player in Brazil and Latin America, Ambev leverages its deep market knowledge and regional taste preferences. Guaraná Antarctica emphasizes Brazilian heritage and freshness, aligning itself with natural fruit flavors and local culture, often using festive and lively campaigns to connect emotionally with consumers. 3. Red Bull – Red Bull's market positioning is rooted in energy, adventure, and extreme sports. It differentiates by focusing on high-energy, performance-driven branding, sponsoring global events and adventure content. In the non-alcoholic drinks category, it appeals to a dynamic, active audience seeking mental and physical stimulation, far from traditional soft drink norms. 4. Monster Energy – Monster Energy targets young, thrill-seeking consumers through its association with action sports, music festivals, and gaming. It positions itself as a rebellious, edgy energy drink brand with a lifestyle-focused approach, using immersive content and influencer partnerships to create a bold, counter-culture identity around its beverages. 5. Kraft Heinz (Clight) – Clight differentiates by offering fruit-flavored powdered drink mixes that cater to health-conscious consumers looking for low-calorie, sugar-free options. Its positioning blends convenience with wellness trends and regional flavor preferences, appealing especially to families and consumers seeking refreshing, customizable beverage solutions in Latin American markets.