For Halloween this year, Fanta launched a campaign that's leveraging TikTok and putting out a costume challenge to Gen Z consumers. The Fanta Halloween campaign invites consumers to make bold choices inspired by the bold taste of the brand's soda. In one 15-second ad, a group of teens is shown at a Halloween party, where some deviate from the normal costumes with unconventional choices that inspire others to have a good time.
On the short-form video platform TikTok, users are encouraged to partake in the Cauldron Challenge from Fanta, where influencers will be encouraging their followers to share their imaginative costumes on the platform.
The campaign is running in Australia at the same time Fanta is introducing its new twist bottle.
Social Media Costume Challenges
Fanta and TikTok are Inviting Users to Make Bold Choices
Trend Themes
1. Social Media Costume Challenges - The trend of using social media and challenges to drive engagement around Halloween costumes presents opportunities for brands to leverage user-generated content and influencer marketing.
2. Gen Z Marketing - Targeting Gen Z consumers through social media campaigns, especially on platforms like TikTok, presents opportunities for brands to connect with the next generation of consumers in an authentic and engaging way.
3. Branded Challenges - Embracing branded challenges, particularly on social media platforms, can create new ways for brands to engage with their audiences and encourage user-generated content.
Industry Implications
1. Beverage - Beverage companies can leverage social media campaigns and influencers to drive engagement around new product launches or seasonal promotions, like Halloween-themed campaigns.
2. Marketing and Advertising - Marketing and advertising agencies can help brands create and execute successful social media campaigns and influencer partnerships, especially when targeting younger demographics like Gen Z.
3. Fashion and Costume Design - Fashion and costume designers can tap into the trend of social media costume challenges to showcase their designs and reach new audiences through user-generated content and influencer collaborations.