Fanta, a leading brand from The Coca-Cola Company, has announced a major partnership with Xbox to mark the gaming giant’s 25th anniversary with an exciting global campaign blending refreshment, gaming nostalgia, and interactive experiences.
The collaboration, described as Fanta’s first global campaign focused on gaming, features limited-edition packaging that showcases iconic characters and themes from popular Xbox titles including Halo, Call of Duty, Diablo IV, World of Warcraft, and Forza Horizon 6. Each specially designed can and bottle includes a QR code that unlocks exclusive challenges and rewards ranging from in-game content to real-world prizes. The challenges are set to expand significantly by June.
A standout element of the campaign is the introduction of a new limited-edition flavor, Fanta Crimson (also referred to as Fanta Crimson Sour Cherry), featuring striking Diablo IV graphics on its packaging. The full collection will roll out across more than 60 markets in North and Latin America, Asia, the South Pacific, Europe, and Africa, with availability beginning in early April (around April 6–8, 2026).
The campaign, themed around the playful tagline “Wanta Fanta? Come Get It” a creative twist on Fanta’s long-running slogan brings video game characters into the real world. Two new video spots (a 15-second version and an extended one-minute version) will air starting April 6, depicting iconic characters like Master Chief from Halo and Ghost from Call of Duty playfully “taking” Fanta from unsuspecting consumers.
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The multifaceted activation includes the Fanta Rewards Chest challenges, social and digital engagements, and collectible packaging designed to appeal to both gamers and Fanta fans. The inclusion of Halo holds special significance, as Halo: Combat Evolved was a launch title for the original Xbox console in 2001.
Since its reintroduction by The Coca-Cola Company in 2001, Fanta has grown into the world’s fourth-largest carbonated soft drink by volume and remains particularly popular in markets such as California, Hawaiʻi, and Oregon.
The campaign was developed in collaboration with Forpeople and created by WPP Open X, led by Ogilvy, with support from Burson, VML, WPP Media, and WPP Production.
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