# Consumers Hold the Mic

> Fanta's Halloween strategy shows how brands must adapt without losing core values.
- Title: Consumers Hold the Mic · Adweek | Shortify
- Summary: Fanta's Halloween strategy shows how brands must adapt without losing core values. Fanta's Haunted Universe campaign demonstrates how global brands can stay…
- Keywords: fanta, haunted universe, halloween, global marketing, cultural adaptation, brand strategy, ibrahim khan, Consumers, Hold, Mic, Adweek
- Source: Adweek — https://adweek.com/brand-marketing/consumers-hold-the-mic-fanta-gives-them-something-to-talk-about
- Author: Matt Britton
- Published: 2026-10-27T18:45:10+00:00
- Read time: 1 min
- Topics: fanta, haunted universe, halloween, global marketing, cultural adaptation, brand strategy, ibrahim khan
## Brand Truth Needs New Expression
Ibrahim Khan explains that brand fundamentals stay consistent across markets while how people experience them changes.

> Brand Truth Needs New Expression
## Assumptions Are the Enemy
Cultural relevance can materially change business strategy, as seen in Fanta's approach to Asian markets where food occasions are less developed.

> Assumptions Are the Enemy of Global Marketing
## Not Every Cultural Moment Needs a Brand
Fanta focuses on Halloween because indulgence and fun naturally align with soft drink consumption.

> not every festivity needs a brand
## Build a Platform Beyond Halloween
Fanta's Haunted Universe is designed as an expandable world of characters and stories that can develop over many years.

> Build a Platform, Not Just Another Annual Campaign
## AI Can Scale Without Replacing Human Taste
AI supports creative efforts for Fanta's Halloween work but does not replace human judgment in marketing.

> AI Can Scale the World Without Replacing Human Taste
## Marketing Needs to Get Over TV Hangover
Consumers now hold the microphone, so brands must engage in conversations rather than relying on TV ads.

> Marketing Needs to Get Over the TV Hangover
## Key takeaway

Fanta's Haunted Universe campaign demonstrates how global brands can stay relevant by adapting to local cultural moments without compromising their core identity.