On 26 August 2026 Fanta launched "Fanta's Haunted Universe" in 50 markets: collector cans, a limited flavour, the Haunted Fanta Factory experience, and influencers briefed on character lore. A trailer on 24 August introduced four original creatures, with Ghost Face joining as the first guest character, including Roger Jackson's voice.
The platform came from GRAiL, the AI production studio founded by Davide Bianca and Jeff Krelitz, inside a WPP Open X setup led by Ogilvy. Global VP marketing Ibrahim Khan stresses the order: a brand universe is not a few clicks; this one took a year and a half of writing before AI production. Licences expire each Halloween; an owned universe can compound. GRAiL is framed as writers, editors, artists and technologists aligned on generative tools, not a prompt booth.
