His mantra, “Halloween must be to Fanta what Christmas is to Coke,” highlights how the model desires to cement itself on the heart of the vacation, constructing anticipation for its annual marketing campaign in the identical approach the sister model does with its well-known “Holidays Are Coming” Santa spots.
The expertise period
Embedding advertising and marketing into Fanta’s bodily product by way of scannable codes was an intentional transfer geared in the direction of thirsty Gen Z and millennial shoppers, mentioned Khan.
“As manufacturers, we don’t maintain the mic anymore; the times of placing a 30-second spot on TV and having a captive viewers to talk to are gone,” he added. “Our audiences now maintain the mic.”
For Khan, gross sales would be the “final KPI.”
“If we aren’t capable of develop the enterprise throughout that Halloween interval, I don’t assume we can have achieved our core goal. That’s the purpose,” he mentioned.
Fanta additionally desires to construct affinity with Gen Z.
“Final yr, the response on social took us abruptly,” Khan mentioned. “This yr, we hope it takes us abruptly once more.”
Coca-Cola doesn’t get away Fanta’s earnings, however the model is among the many soda large’s portfolio of “billion-dollar manufacturers,” producing over $1 billion yearly.
In Q2, Coca-Cola’s revenues surged 58% year-over-year, reaching $3.81 billion for the quarter.
