Fanta gives shoppers a thrill with an immersive experience

Fanta aims to become a Halloween essential

Halloween is a key occasion, particularly for younger consumers. Fanta wanted to strengthen its association with the season and stand out in a highly competitive landscape. The brand therefore set out to offer a more immersive experience than a traditional activation.

As part of its Fanta x Universal Monsters universe, Fanta turned to N2O to develop a Halloween brand activation that would engage Gen Z and leave a lasting impression.

The challenge was also to bring the brand’s quirky, horror-inspired world to life through a physical, immersive and easily shareable experience.

Bringing the Fanta universe to life through an immersive experience

To meet this challenge, N2O created The Haunted Fanta Factory, an immersive Halloween brand activation that plunged participants into a Fanta factory like no other.

The concept combined horror themes with characters from the Fanta x Universal Monsters universe to create a fully scripted journey. Participants became part of the story, taking on a series of missions to make their way through the factory.

This Halloween brand activation brought together immersive set design, storytelling, challenges and brand interaction. The result was a playful, memorable experience that gave participants plenty of opportunities to engage with the Fanta universe.

The Haunted Fanta Factory in five acts

In Covent Garden, N2O transformed a two-storey venue into a haunted Fanta factory. Participants joined the night shift, tasked with repairing the damage caused by the monsters from the Fanta x Universal Monsters universe.

The experience unfolded across five acts, each with its own atmosphere and mission. Visitors entered a security room featuring M3GAN before exploring the mixing room and bottling line, with puzzles and challenges along the way.

N2O then extended the activation to other locations across the UK, bringing an adapted version to Thorpe Park and several universities. These formats enabled Fanta to reach new audiences, with product sampling further strengthening the brand’s presence.

The activation demonstrates how an immersive experience can deepen engagement and strengthen a brand’s positioning.