{
  "slug": "fanta-2026-08-25t00-5",
  "company": "Fanta",
  "headline": "Fanta turns seasonal moment into year-round platform via Haunted Universe campaign.",
  "topic": "{Stash Edge — Event & Experiential}",
  "source_name": "Marketing Dive",
  "source_url": "https://www.marketingdive.com/news/how-fantas-haunted-universe-helps-turn-halloween-into-a-platform/828481/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/fanta-2026-08-25t00-5",
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      "body": "{Stash Edge — Event & Experiential}\n◆ STEEL · Holiday campaign extended into branded content platform · Fanta\n\nFanta turns seasonal moment into year-round platform via Haunted Universe campaign.\n\ncreate a branded mythology or story world tied to a seasonal moment, then release content drops and product variants tied to that world across the full year, not just the holiday. Fanta owns 'Haunted Universe' — so in July they can tease what's coming, in August they drop exclusive comics or TikToks, in October they sell the full product range, and in November they release 'post-Halloween' story content. This stretches a single campaign into 12 months of narrative. The play: define a single story world tied to your strongest season. Name it. Create a 3-month content calendar (before, during, after the holiday) with at least two content drops per month that aren't selling — they're world-building.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/fanta-2026-08-25t00-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/fanta-2026-08-25t00-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/fanta-2026-08-25t00-5",
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      "alt_body": "{Stash Edge — Event & Experiential}\n◆ STEEL · Holiday campaign extended into branded content platform · Fanta\n\nFanta turns seasonal moment into year-round platform via Haunted Universe campaign.\n\ncreate a branded mythology or story world tied to a seasonal moment, then release content drops and product variants tied to that world across the full year, not just the holiday. Fanta owns 'Haunted Universe' — so in July they can tease what's coming, in August they drop exclusive comics or TikToks, in October they sell the full product range, and in November they release 'post-Halloween' story content. This stretches a single campaign into 12 months of narrative. The play: define a single story world tied to your strongest season. Name it. Create a 3-month content calendar (before, during, after the holiday) with at least two content drops per month that aren't selling — they're world-building.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/fanta-2026-08-25t00-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/fanta-2026-08-25t00-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/fanta-2026-08-25t00-5",
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      "body": "{Stash Edge — Event & Experiential}\n◆ STEEL · Holiday campaign extended into branded content platform · Fanta\n\nFanta turns seasonal moment into year-round platform via Haunted Universe campaign.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/fanta-2026-08-25t00-5",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Fanta turns seasonal moment into year-round platform via Haunted Universe campaign.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nPer Marketing Dive, Fanta's Haunted Universe campaign architecture turns Halloween from a one-month promotional window into an ongoing narrative and content platform.\nHere's the cool part — the lever almost everyone misses (and you don't have to): create a branded mythology or story world tied to a seasonal moment, then release content drops and product variants tied to that world across the full year, not just the holiday. Fanta owns 'Haunted Universe' — so in July they can tease what's coming, in August they drop exclusive comics or TikToks, in October they sell the full product range, and in November they release 'post-Halloween' story content. This stretches a single campaign into 12 months of narrative. The play: define a single story world tied to your strongest season. Name it. Create a 3-month content calendar (before, during, after the holiday) with at least two content drops per month that aren't selling — they're world-building.\nWhat that means for you: create a branded mythology or story world tied to a seasonal moment, then release content drops and product variants tied to that world across the full year, not just the holiday. Fanta owns 'Haunted Universe' — so in July they can tease what's coming, in August they drop exclusive comics or TikToks, in October they sell the full product range, and in November they release 'post-Halloween' story content. This stretches a single campaign into 12 months of narrative. The play: define a single story world tied to your strongest season. Name it. Create a 3-month content calendar (before, during, after the holiday) with at least two content drops per month that aren't selling — they're world-building.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Marketing Dive: https://www.marketingdive.com/news/how-fantas-haunted-universe-helps-turn-halloween-into-a-platform/828481/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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