Day of the Dead
We developed a comprehensive shopper marketing strategy that recognized the cultural significance of the Día de los Muertos holiday while also encouraging our core consumers to incorporate Fanta into their family celebrations. We took the opportunity to tap into Fanta’s cultural relevance with consumers to provide a shopper solution that will drive traffic and impulse purchase of Fanta's most popular flavors.
This concept is based on the idea that Día de los Muertos is a celebration where the people that already crossed over, come back for a day to celebrate with us. For that reason, we create an altar with all their favorite food and drinks.
Carlitos and Don Carlos are these two characters that share the same love for the refreshing taste of Fanta in both worlds. These characters were illustrated by a renowned Mexican illustrator, Fernando Parra aka Vago