Senior Growth Marketer
Overall Score
82 / 100
Highest Focus
A quiet character resting in dim lighting peaked focus as the calm pacing allowed viewers to emotionally process the narrative's resolution. (91.28 at 27s)
Lowest Focus
The animatronic bear's sudden appearance dipped focus as the jarring jump-scare disrupted the ad's viewing flow with an abrupt tonal shift. (37.96 at 11s)
Highest Clarity
Black-and-white security camera footage delivered peak clarity through its high-contrast monochrome aesthetic and crisp overhead angle. (90.18 at 10s)
Lowest Clarity
In the eerie green-lit warehouse, clarity was at its lowest as heavy color grading and atmospheric fog obscured visual details. (58.11 at 9s)
Highest Attention
The creepy animatronic bear's store aisle confrontation spiked attention with its unexpected horror element and striking character design. (63.55 at 11s)
Lowest Attention
The subdued resting moment dipped attention as its static composition and slower pacing lacked dynamic movement to sustain engagement. (14.12 at 27s)
Summary
For its 2025 Halloween campaign, Fanta partnered with Universal Pictures and Blumhouse Productions to create a globally integrated campaign featuring iconic horror movie characters. The campaign introduced a new, limited-edition berry flavor called “Fanta Chucky Punch,” featuring the doll Chucky. Several existing Fanta flavors were also released with limited-edition collectible cans and bottles, featuring different horror icons. The strategy, aimed especially at Gen Z, involves leveraging popular entertainment with collectible packaging, a new flavor, digital content, and experiential events. The goal is to make Halloween synonymous with the Fanta brand.
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
Smoother Transitions for Jump Scares
Use a brief build-up or audio cue before the scare to prepare viewers rather than jarring them out of the narrative flow.
Creative agency: WPP Open X, led by Ogilvy
