Fanta and Xbox are launching a new video game-themed marketing collaboration to mark Xbox’s 25th anniversary. The campaign features the debut of a new beverage called Fanta Crimson, whose can features the Paladin from Diablo IV. This flavor, described as a tangy cherry blend, is part of a major campaign celebrating the Xbox universe and its popular franchises.
Special cans and bottles will highlight franchises such as Halo, Call of Duty, and Diablo, with dedicated images designed to attract gamers.
By scanning QR codes on the products, consumers can unlock in-game rewards, participate in mini-games, and try to win various physical or digital prizes.
The campaign is part of a broader strategy combining gaming and consumer products, aimed at strengthening fan engagement. It will be rolled out in several regions in various formats for a limited time. Beyond the product itself, the campaign focuses primarily on interactivity and rewards to appeal to the gaming community.
