Fanta+Oreo Halloween
When the qualities needed in a Creative Director are a “high threshold for pain” and “the coolest head in the room” this project comes to mind! The results may look cute, but this is one of the more difficult projects I’ve worked on. The challenge was to create a co-branded Halloween partnership between Coca-Cola’s Fanta and Mondelez snack brands, with Oreo taking lead. The real challenge, however, was to create unity and agreement amongst multiple client groups as well as intra-agency relationships across multiple satellite office locations. In the end, perseverance, quick pivoting, and a passion for strategic/creative balance kept this $4MM project afloat and brought some innovative brand expressions to life.
Teenagers are the core audience of Fanta Oreo alike – both brands share the values of “fun and creativity.” Since Mom is the “gatekeeper” of which snacks are allowed to enter the household, this is a message of permissiveness where Mom can feel OK to let her guard down and share the snacks her teens want throughout the Halloween season. Core Creative Idea:
Insight: Mom runs the show every holiday. And every holiday, she does her best to bring fun and creativity into the home. Halloween kicks off the season when Mom is in need of inspiration and ideas to make the perfect, memorable family holiday.
Idea: The Spooky Snack Lab springs to life for 30 days — with its delightful, slightly silly celebrity Snack Scientist at the controls! She’ll be cranking out ideas and inspiration so Mom can make the most of Halloween. Mom will find inspiration online, in-store, and from our celebrity partner to create a festive and fun holiday season. And the best part? Your home will become a Spooky Snack Lab too once we’ve inspired your Halloween creativity.
The Key Visual depicts our home kitchen scientist triumphantly unveiling creative concoctions!
How it works in Pre-shop, In-store, and Post shop elements:
Brand Guidelines were developed to ensure continuity throughout multiple brand touchpoints – they included foundational design elements, recipes and photography, tone of voice, social media sharing guide, vendor checklist, and working vector artwork files.
Retail Activation
In-store elements included specialty packaging for Fanta and Oreo, Point-of-Sale signage in multiple Coke and Mondelez templates, and structural displays. The hand sketches below were used to brief vendors on large-scale lobby display applications. Additional elements included in-store pop-up events and parking lot experiential that “recruited” and “certified” guests as Spooky Snack Lab scientists – ready to make their creations at home.
We cast lifestyle television personality and chef Evette Rios to co-create recipes and host our how-to video series on Youtube. I thoroughly sketched each recipe to be photographed, tying in “more elaborate than necessary” into the art direction of each scene. While the look was graphically amped-up to succeed on Pinterest, the was not to lose sight of the recipes to look delicious and approachable for home chefs.
Check out all 20 recipe videos on Youtube.
Team Credits GCD: K. Gosselin, CW: M. Lee, Nearly every Momentum AD took a crack at a logo! Additional+Production: Momentum
