Too Dark?: Fanta Western Europe
Over three years, we led the creative direction and strategy for Fanta's Halloween charter across Western Europe, turning Halloween into Fanta's Christmas, and establishing the brand as the defining drink of the scary season.
The third chapter was the darkest. Introducing Fanta Dark Orange through a deliberately provocative creative idea, we pushed into the boundaries of fear and taste with a campaign built around Snapchat technical firsts: Face Peel, Demon, Smoky Ghost, and an AR creature on pack, none of which had been executed on the platform before. Social films for Snapchat and Instagram drew on horror movie genre tropes, amplifying the transgression and identity-play that defines how teens engage with Halloween.
Too Dark? capped the trilogy with a sustained 9% sales uplift and deep brand-occasion linkage, building on the earlier Distort Reality and Fantamorphosis seasons to cement Fanta's ownership of Halloween among teens and deliver consistent commercial growth across Western Europe.
The three-year programme also became one of Snapchat's most successful branded activations to date, setting new creative and technical standards for the platform.
Brand, culture and technology transmogrified, mutated and shockingly effective.