Fanta wants to increase their popularity among teams in Belgium, but how to grow in a small market like that?

launch a new product, special for halloween

increase sales and awareness

First we created a new Fanta changing the orange liquid into a black liquid which we called Dark Orange.

Second To launch the special edition of Fanta Dark Orange, we created the Project Dark Orange, which consists of launching the new product through a mini-series of terror, starring the two most famous influencers of Belgium - Black Crook (French speaker) and Kastiop (Dutch Speaker). Since the idea was to focus on the black liquid, launched only for this period of the year, we created and produced 7 episodes of the most scary campaign ever launched by the brand. The campaign started 3 weeks before Halloween leaving the scariest episode for the end, exactly in the same day of halloween. Besides the mini-series, Project Dark Orange featured scary Snapchat Filters, as well as a malignant Facebook chatbot. The project also became an activation on the biggest amusement park in the country.

The project dark orange was a truly epic 360 campaign with social first approach, built around a terrifying Halloween web series led by two famous Belgian influencers as main cast. we created the whole story around the new product that for the first time was feature with black liquid instead the traditional orange tone. Then we brought to life the story of Professor Evilami, a mad scientist experimenting on teens with a dark liquid in this creepy orphanage.

we did web series on YouTube, stackable content to activate the series on instagram, snapchat and Facebook, we also created terrifying lenses on sanpachat and a evil chatbot on Facebook to talk to the teens.

the campaign became so big that the same experience lived on the web series for the influencers was transported to the biggest amusement park in the country.

8% increase of brand love

top of mind drink for 84% of Belgian teens

2.6% sales increase

81% of reach