As part of the 25th anniversary of the Xbox soft drink brand Fantaowned by The Coca-Cola Company, has unveiled a collaboration that seeks to combine beverage consumption with digital entertainment. The initiative is being developed in 12 Latin American countries, including Peru, in a context where brands are betting on immersive experiences to connect with new audiences.
READ ALSO: Backus signs agreement to reuse treated water in Lima and distribute it for agricultural and urban irrigation
The offer includes a special edition collection that includes elements of the gamer universe, as well as the launch of a new soda flavor: Fanta grape. In addition, the company brings together recognized franchises from the video game industry, such as Call of Duty, Halo and Diablo IV, whose characters are part of the design and narrative of the experience.
“Our platform “Want Fanta? Come and get it!’ “It allows us to connect with what fans are most passionate about, and this alliance with Xbox takes that to the next level, offering an experience full of flavor and games.” stated Ibrahim Salim Khan, Global Vice President of Marketing, The Coca-Cola Company.
He also added: “We envision a world where the irresistible flavor of Fanta draws players into a multi-world adventure. We are excited to launch this collaboration, immersing fans in the worlds of their favorite video games, where they can join iconic characters and face epic challenges to show how far they will go to get their Fanta back.”
GAMER EXPERIENCE WITH FANTA AND XBOX
In the Peruvian market, the company includes three presentations: the Call of Duty-themed Fanta Naranja, the Halo-inspired Fanta Kola Inglesa, and the Diablo-related Fanta Uva. With QR codes placed on the packaging, consumers can access digital challenges within these franchises, participate in interactive dynamics and choose rewards through the Fanta Rewards Chest platform.
The strategy also extends to the realm of personal communication with activations in cinemas, supermarkets and individual stores, where users will be able to participate in contests and experiences related to the gaming world. This type of initiative responds to a growing trend in the market where brands combine consumer products with digital dynamics to strengthen their connection with young audiences.
“This alliance with Fanta brings together two brands that thrive on creativity and expression.” He also added, “Together we are creating an experience that connects with fans no matter where they are, in addition to celebrating the joy of the game on and off screen,” he noted. Markus Waltenberg, CEO of Xbox Alliances.
The collaboration reflects the development of experiential marketing strategies in a region where the integration between consumption, technology and entertainment continues to gain ground in the relationship between brands and consumers.
