Día de los Muertos on-pack experience
Fanta (USA)
Agency: Visual Latina
2019
Seasonal campaign for Fanta (Imports from Mexico), targeted at Hispanic families/teens in the U.S. to celebrate El Día de Los Muertos (Day of the dead).
Creative Direction
Concept
Art Direction
Copywriting
Packaging
Chatbot
We transformed our packs into a portal to another world: An interactive experience where teenagers could scan and chat with the dead, learn about this tradition and connect with their roots.
Package design.
We developed a playful design for the Fanta imports 4-packs, inspired by the Mexican tradition of “Papel Picado”. The packaging not only was visually disruptive in the soft-beverages aisle but also spoke directly to our Hispanic consumers and shoppers.
Heritage meets tech.
The sides of the packaging served as a fun teaser to the digital experience and also as a clear explanation of how to unlock it.
Bringing the experience to life.
With a simple scan, shoppers were able to bring a 2D pack to life and unlock many ways to celebrate and learn about their traditions.
LOL with the dead!
Engage in a conversation with our four characters and learn in a fun way about this tradition. At the end of every conversation a reward awaits!
The content.
After scanning the pack and picking one of the characters to chat with, the teens would interact and answer to fun questions about their traditions, from each dead character’s POV.
If answered correctly, they would win digital rewards to enhance their house celebration.
At the end of every interaction, the teens would receive a digital reward to enhance their traditional celebration. The content would be a DIY activity delivered through video content or download-and-print assets.
Print and online materials.
Character illustrations.
POS communications
