Fanta and Xbox have announced a partnership in the UK that will see a variety of characters from several video game franchises showing up on a selection of sodas. The campaign puts five game franchises in the spotlight including Halo, Call of Duty, Forza Horizon 6, World of Warcraft and Diablo, which will see characters and branding positioned onto many Fanta soda options. The campaign is launching with an on-pack promotion that includes a QR code for consumers to scan for the chance to win a variety of gaming-themed rewards.
VP for Commercial Development at CCEP Rob Yeomans commented on the Fanta and Xbox partnership saying, "Gaming isn’t just entertainment, it’s a cultural force with massive reach across our core audiences. This partnership with Xbox, combined with the launch of limited-edition Fanta Dark Cherry, allows us to build on previous success of bringing beloved icons to life on-pack – and we’re confident these will resonate just as strongly with shoppers."
What Makes This Trend Stand Out
- Gaming-influenced Packaging
- Branded packaging is becoming a medium for immersive storytelling and collectible design that strengthens emotional bonds between consumers and IP.
- Limited-edition Collaborative Releases
- Scarcity-driven cross-brand drops are turning everyday products into fandom-driven collectibles that command attention and premium perception.
- Qr-enabled On-pack Promotions
- On-pack QR experiences are bridging physical products with digital reward ecosystems, enabling measurable engagement and data capture.
Sectors Adopting This
- Beverage Industry
- Co-branded flavors and character-led packaging are expanding market reach by attracting nontraditional consumers and encouraging repeat purchases.
- Consumer Packaged Goods
- IP-driven design and limited runs are reshaping shelf differentiation and unlocking opportunities for premiumization and direct-to-fan offerings.
- Video Game Industry
- Franchise partnerships with physical products are extending monetization channels and deepening fan engagement beyond in-game ecosystems.
