Dia de los Muertos Characters

Día de los Muertos (Day of the Dead) is a traditional Mexican holiday that is increasingly popular in the US, especially with younger Gen Z audiences who blend cultural traditions with modernity in unique ways.
For the past six years, Fanta has activated Día de los Muertos as an annual celebration to connect with US Hispanic consumers through culturally relevant shopper programs. This is highlighted through its glass bottle, imported from Mexico, which positions Fanta as a catalyst for vibrant and authentic cultural occasions.
To celebrate the holiday, preserve its essence, and educate consumers about the traditions of Día de los Muertos, we created iconic illustrated characters inspired by Mexican folklore. These traditional skeleton figures of the Catrin and Catrina are brought to life with a modern twist, and invite newer generations to celebrate their traditions.
Given the success of the original characters we activated in 2019—Luchador, Artista, Mariachi, and Catrina—we refreshed the shopper creative (including modernizing the characters) and retail activation in 2025 to excite the Coca-Cola bottler system and invigorate shopper engagement. The characters literally come to life as life-sized standees in retail environments promoting the campaign.
This year's program features new illustrated characters, including the Guitarrista and the Dancer, along with their pets—a chihuahua and a rooster. These pets serve as a reminder that Day of the Dead is an occasion to honor and remember not only our departed relatives but also our beloved pets.
These fun and creative characters are not only present in eye-catching in-store POS but also act as Fanta brand ambassadors in tutorial videos. In these videos, they demonstrate how to create traditional DIY crafts and invite viewers to make authentic recipes for this occasion.
Our goal with our characters is to bring Día de los Muertos traditions to life in a relatable and recognizable way each year. From engaging digital experiences and creative in-store point-of-sale displays, to modern social media interactions, we aim to make the celebration more impactful and memorable for the next generation of drinkers.