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.