Why Fanta is using a Halloween experience to target millennials

Fanta's Halloween virtual reality lift experience is aimed at engaging with more millennials.

The Coca-Cola brand’s biggest Halloween spend to date on the event saw it create an experience where a lift crashes to the ground.

Rosalind Brown, marketing manager at The Coca-Cola Company, explained that the brand is investing more in Halloween because it is the biggest event after Christmas and it allows it "to get the cut-through in the stores that we really want to".

She added that the brand is trying to target millennials by creating something that is "exciting, innovative and it’s really where they want to go with technology".

Brown also said that "experiential’s really important because that’s where you build brand love and brand excitement".

Subscribe today for just $89 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free