Fanta identified that the Latin American market had little enthusiasm for Halloween, but loved pranks. They wanted to reinforce their playful image and generate buzz around the brand by tapping into this insight.

We needed to create a campaign that would leverage influencer marketing and social media platforms to reach a wide audience across different countries.

Our objectives were to increase ad recall, generate media impressions, and boost sales growth. While also reinforcing Fanta's playful image and creating a unique association with Halloween in the minds of the Latin American market.

The creative idea behind "Fanta Monster Mansion" was to create a Halloween-themed reality show that combined scary monsters and practical jokes. The show featured popular influencers from different Latin American countries who were pranked by Fanta in a haunted house full of challenges and surprises. The twist was that the influencers, who are usually in charge of pranking others, were now the ones being pranked.

The show aimed to tap into the love for pranks among Latino consumers and add the "trick" layer to Fanta's brand image. By creating a unique and memorable Halloween campaign that resonated with Latino audiences, Fanta hoped to differentiate itself from other brands that typically play it safe by avoiding this kind of "horror" approach on Halloween.

The strategy behind Fanta Monster Mansion was to associate Fanta with Halloween, a holiday that is not traditionally celebrated in Latin America. The insight was that while Latinos did not care much for Halloween, they loved pranks. By creating a reality show that combined scary monsters and practical jokes, Fanta was able to add the "trick" layer to its image and appeal to Latino consumers. The media partnership with YouTube and the use of influencers from different countries helped generate buzz and get all of Latin America talking about the campaign. The results were impressive, with significant increases in media impressions, ad recall, and sales volume. Overall, Fanta Monster Mansion successfully gave Latin America a taste of Halloween and left consumers craving for more.

The results of the campaign were impressive, with over 3.2 billion media impressions, more than 50 million viewers worldwide, a 65% increase in awareness, and a 73% positive brand impact. Plus, above-average performance in key indicators such as Intent to Engage/Try (61%) and Likelihood to Share (66%).