On January 13, “Pânico”, the horror classic that had its first edition released in 1997, returned to theaters in partnership with Fanta, stamping one of the most iconic characters in cinema on the brand’s cans, which launches a new special edition after the success of Halloween in 2021 . In Brazil, this special edition will be available in three flavors: Orange, Grape and also Guaraná, the brand’s latest flavor. With this partnership, Fanta invites consumers to awaken the fun side of fear and enjoy a special moment, combining the scariest launch of the year with delicious, fun and Fanta snacks.
25 years after a series of brutal murders shocked the quiet town of Woodsboro, a new assassin appropriates the mask of Ghostface and begins stalking a group of teenagers to uncover secrets from the town’s deadly past.
Neve Campbell (“Sidney Prescott”), Courteney Cox (“Gale Weathers”) and David Arquette (“Dewey Riley”) return to their iconic roles in “Scream,” alongside Melissa Barrera, Kyle Gallner, Mason Gooding, Mikey Madison, Dylan Minnette, Jenna Ortega, Jack Quaid, Marley Shelton, Jasmin Savoy Brown and Sonia Ammar.
“We know how much consumers, especially Gen Z, have waited to see Paramount Pictures’ new ‘Scream’ on the big screen. As horror fans, we share the excitement to experience that nostalgia and emotion that only horror classics bring. The new ‘Scream’ is a film that, like Fanta, brings the classic and renowned side, but in a renewed, fresh start, with a new cast and new energy. That’s why we have joint efforts with Paramount to produce activations and promotions with cinemas and convenience stores that will bring immersive experiences to those who want to have a spooky yet delicious time with the movie and Fanta,” said Javier Meza, VP of Coca-Cola Latin America Marketing.
The partnership with Paramount will take place in eight markets in Latin America – Mexico, Brazil, Argentina, Ecuador, Peru, Paraguay, Bolivia and Chile – proposing an immersive, indulgent and somewhat frightening experience that puts Fanta at the center of the most snacking moments. indulgences, which can also happen in the cinema, while watching a good movie.
This experience is a continuation of the global campaign “Colorful People”, launched in early 2021. Within this concept, it is important for the brand to approach moments of decompression and entertainment. In this campaign, Fanta encourages people to awaken their “youth spirit” and fight gray in the world, to be playful and enjoy life.
“This partnership continues to position Fanta as the perfect drink to accompany your favorite snack while watching a good horror movie like ‘Scream.’ This is directly linked to our playful and colorful side; we want to encourage young spirits to have indulgent moments throughout the day and we do this by seeking to ignite inner joy. We are, in fact, promoting all the irreverence and fun of an out-of-season Halloween”, points out Meza.
Using a pop icon like Ghostface to bolster its consumption occasion, Fanta also invested in content creators as key points. A powerful squad of content creators were invited to reinforce and communicate Fanta’s sponsorship of “Pânico” combining the brand with delicious snack moments inside and outside the cinema. Camila Pudim, Gusta and Supla are some of the creators chosen for the action.
Following its strategy, Fanta maintained its good dose of creativity and innovation in the new campaign, bringing a special and limited edition of the “Pânico” cans that will be available at different points of sale in the country during the month of January. In Brazil, in partnership with Cinemark, convenience stores and food aggregator combos, a series of activities will take place throughout the month, including actions in which you can win tickets to watch the movie or buy a Fanta in a special combo to enjoy the movie session.
Cinemark will have special activations by Fanta in the complexes of Cinemark Eldorado (SP), Cinemark Botafogo (RJ), Cinemark Salvador Shopping (Salvador), Cinemark Rio Mar (Recife) and Cinemark Muller (Curitiba) that will start with an immersive experience from the first public contact with the release during the premiere. Among the activations, the brand will bring a mural with terrifying news as a reference to what happens in the film, in the city of Woodsboro and will also create a surprise space that will yield great photos for the public.
Also, be careful when buying the limited-edition Fanta + Panic combo at Cinemark or drinking a can of Fanta decorated with Panic, as Ghostface may come after you.
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