Fanta and Xbox are launching a global marketing partnership aimed at turning a soda promotion into an interactive gaming campaign, with a special-edition product line and an integrated rewards programme set to roll out in April 2026. The collaboration, billed under the "Wanta Fanta? Come Get It" challenge, will make special-edition Fanta products available from April 8 and link physical purchases to in-game experiences and prize opportunities across more than 60 markets worldwide.
Ibrahim Salim Khan, vice president of the Global Sparkling Flavors Category at Fanta, said the tie-up is designed to “pull players into a multiverse-sized adventure,” positioning the orange-flavoured brand as a bridge between physical products and digital gameplay. According to Coca‑Cola, the collection and associated 2026 products will unlock a series of branded challenges inside partnered Xbox titles, including so-called Fanta Rewards Chest challenges where players can compete for merchandise, prizes and curated experiences.
Xbox framed the deal as an alignment of two consumer-facing brands that emphasize creativity and play. “This partnership with Fanta brings together two brands that thrive on creativity and self-expression,” Marcos Waltenberg, general manager of Xbox Partnerships, said in a release. He added that the programme aims to “meet fans where they are and celebrate the joy of play – on screen and beyond,” signalling that the campaign will extend beyond traditional advertising to integrated, cross-media activations.
The rollout is global in scope: Coca‑Cola said the special-edition collection will be available across North America, Latin America, Asia and the South Pacific, Europe and Africa. The launch pairs consumer goods distribution with digital engagement, a growing trend among beverage and lifestyle brands seeking deeper direct-to-consumer connections via gaming platforms. Fans will be directed to Fanta’s website and brand channels for details on the rewards programme and how to participate.
Creative work on the campaign was led by WPP Open X with Ogilvy at the helm, supported by Burson, VML, WPP Media and WPP Production, and in collaboration with forpeople. That roster reflects the scale of the global push and the integrated media, creative and production needs of a campaign that ties physical packaging to in-game content and experiences.
The Coca‑Cola Company — owner of the Fanta brand — framed the initiative within its broader efforts to evolve beverage marketing and product innovation. In the company statement, Coca‑Cola highlighted its global footprint and portfolio breadth as assets that make cross-sector partnerships feasible at scale. For consumers, the next concrete development is the April 8 availability of the special-edition collection and the beginning of access to the Fanta Rewards programme. More information will be published on fanta.com and on official Fanta and Xbox social channels.