Fanta’s new global campaign taps into gaming for the first time. Fanta and Xbox have teamed up in honor of the gaming company’s 25th anniversary. They’re celebrating by launching a new “Crimson” soda flavor and limited-edition packaging with QR codes that unlock in-game and real-world prizes. Spanning more than 60 markets, this also marks Fanta’s first campaign focused on gaming, with a new ad positioning the iconic soda in popular gaming worlds, like Halo and Call of Duty. With game-themed cans and IRL challenges, the collaboration is aiming to be totally immersive for gameplay and fandom. Young consumers spend enormous amounts of time in virtual worlds, and YPulse data has long shown the majority of Gen Z and Millennials want brands showing up in their gaming worlds, especially when it gives them exciting perks to unlock. (Marketing Dive)
👀 Read more from YPulse: How Gen Z Thinks Brands Should Show Up in Video Games
