Dia de los Muertos Omnichannel Campaign

Fanta has consistently leveraged the Día de los Muertos (Day of the Dead) holiday to connect with US Hispanic consumers through culturally relevant shopper programs, particularly with its glass bottle imported from Mexico.
Given Fanta's brand affinity with Hispanic consumers and its playful nature, this seasonal program presents a prime opportunity to engage a young and evolving GenZ target demographic, who blend cultural traditions with modernity to celebrate. The initiative aims to celebrate Día de los Muertos by balancing authentic cultural roots with inspiring contemporary expressions of the holiday and promoting the purchase of the Coca-Cola portfolio of drinks imported from Mexico.
Our original campaign concept, "Celebra tu Sabor" (Celebrate Your Flavor), is designed to resonate with younger audiences who personalize and embrace new cultural traditions. This insight inspired our creative territory, which revolves around creating your own mini ofrenda (altar) at home and personalizing it your own way. With this in mind, we developed a localized, 360 shopper program for our client, Coca-Cola Southwest Beverages, in the Texas market, producing the content for every touchpoint in order to make it truly omnichannel beyond the store environment.
This program includes disruptive, bilingual in-store POS materials that feature illustrated characters inspired by the iconic traditional Día de los Muertos skeleton figures. These POS tools have a CTA and QR code that directs shoppers to a dedicated landing page offering Día de los Muertos DIY craft tutorial videos and cultural recipes, to inspire celebrating the occasion at home in your own way. The program also incorporated digital out-of-home (OOH) screens.
Additionally, we created an exclusive promotion for a retailer that allows shoppers to receive a tangible branded kit to build their own altar, complete with traditional elements for an ofrenda to honor their departed loved ones, upon purchasing participating glass beverages in-store.