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The Digital Marketing Podcast
Reviving Fanta: How They Used Halloween to Engage Gen Z, with Ibrahim Khan
Oct 18, 2024
Ibrahim Khan, Global VP of Marketing at Coca-Cola, shares his expertise on reviving Fanta's brand appeal, specifically through engaging Halloween campaigns linked to 'Beetlejuice.' He delves into strategies for connecting with Gen Z, addressing their shift toward healthier beverage options and the importance of authenticity. The conversation also highlights the role of social media platforms like TikTok in modern marketing and the necessity for brands to adapt their global strategies to resonate with diverse audiences.
20:16
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Quick takeaways
- Fanta's marketing strategy transformed Halloween into a key cultural moment for Gen Z, paralleling Coca-Cola's Christmas tradition.
- Investing heavily in digital channels and leveraging social media, particularly TikTok, proved vital for engaging the younger audience effectively.
Deep dives
Engaging Gen Z Through Co-Branding
Collaborating with popular films, such as Beetlejuice, offers a unique opportunity for brands to engage with Gen Z and revitalize their visibility. The campaign aimed to make Fanta relevant to the younger audience by positioning Halloween as a significant cultural moment, akin to Christmas for Coca-Cola. This approach recognized the need for brands to evolve their strategies and appeal to Gen Z's preferences by incorporating cultural elements and leveraging popular media. The results have shown strong resonance with this audience, indicating that well-executed film partnerships can significantly enhance brand relevance.
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Discover
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