Why Fanta is using a Halloween experience to target millennials

Fanta's Halloween virtual reality lift experience is aimed at engaging with more millennials.

The Coca-Cola brand’s biggest Halloween spend to date on the event saw it create an experience where a lift crashes to the ground.

Rosalind Brown, marketing manager at The Coca-Cola Company, explained that the brand is investing more in Halloween because it is the biggest event after Christmas and it allows it "to get the cut-through in the stores that we really want to".

She added that the brand is trying to target millennials by creating something that is "exciting, innovative and it’s really where they want to go with technology".

Brown also said that "experiential’s really important because that’s where you build brand love and brand excitement".