Fanta turns HK's BEYBLADE X craze into a giant battle

With spinning-top franchise BEYBLADE X riding a wave of popularity in Hong Kong, Fanta is tapping into the trend with a tournament experience designed to bring younger audiences together through playful competition.

Also known as the "Fanta go fun BEYBLADE X tournament" (Fanta 快樂爆旋爭霸戰), the campaign sees Fanta team up with BEYBLADE X and Hong Kong YouTube channel and content creator group JFFT. It is developed in collaboration with creative agency IPG MediaBrands Hong Kong, PR agency Ernest and Donald Marketing Communications, and production agency Button Creations.

Running from August to October, the 360-degree campaign spans retail, digital, outdoor and physical activations, with a "buy-to-win" mechanic at its core. Consumers can purchase Fanta products at participating retailers and dining outlets, upload their receipts to the COKE+ platform and register for a tournament entry slot.

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The "Go fun three-step" mechanic allows one receipt to be used for one entry per day, encouraging both product trial and repeat purchase across more than 20 retail partners and key dining outlets.

The main tournament will take place from 17 to 19 October at apm, Kwun Tong, where 2,048 competitors will battle it out. The finale on 19 October will feature a showcase match with JFFT, who will serve as team captains in a staged battle between Team Fanta Orange and Team Fanta Grape.

A Fanta spokesperson told MARKETING-INTERACTIVE that the campaign is aimed at energetic young consumers who embrace fun, spontaneity and shared experiences, particularly "social connectors" who thrive on friendly competition and seek moments of enjoyment in their everyday lives.

BEYBLADE X enthusiasts form a key audience for the brand, with the franchise's strong following among younger consumers providing a natural connection to Fanta's positioning.

"Most importantly, both brands share a common belief: that happiness is best experienced together. By tapping into the animation, comics and games (ACG) passion point, this partnership allows Fanta to authentically connect with youth culture, turning shared moments of fun into joyful memories that resonate long after the battle ends," said the spokesperson.

To build anticipation ahead of the tournament, Fanta will bring the experience to consumers through a series of physical activations. Battle stations will be set up at the BEYBLADE X event at The ANGL, Kwun Tong, on 29 and 30 August, as well as 5 and 6 September, where fans can sample Fanta and try their hand at BEYBLADE X gameplay.

Street sampling roadshows will then take place at selected high-traffic locations across Hong Kong on weekends through 20 September, with 50,000 mini cans of Fanta Orange and Grape set to be distributed.

The campaign's first phase, running until 10 September, will focus on driving participation through the purchase mechanic. Consumers who buy Fanta at designated retail and dining outlets can upload their receipts via COKE+ to secure tournament entry slots.

Beyond the tournament itself, the partnership will be amplified across outdoor and transit media, including MTR station advertising, bus body branding and billboards across key districts. Social media will carry campaign visuals and live updates, while COKE+ will serve as the digital hub for receipt uploads and tournament registration.

By tapping into the cultural popularity of BEYBLADE X, Fanta is looking to strengthen its relevance among youth while using the franchise's fanbase to drive product trial, repeat purchase and participation. JFFT's involvement adds another layer of social amplification, with its creators expected to generate further buzz around the tournament and showcase match.

The campaign's performance will be measured across participation, physical engagement, social amplification and sales. Digital metrics will include active registrations and verified receipt uploads on COKE+, while event performance will be tracked through tournament turnout and foot traffic at the apm pop-up.

The team will also monitor the distribution rate of the 50,000 mini cans, alongside user-generated content, engagement and hashtag performance across social platforms. Sales lift among participating retailers, as well as brand awareness and sentiment gathered through on-site feedback and social listening, will help assess whether the partnership has strengthened Fanta's brand affinity and positioning.

Tammy Huang, flavoured sparking brand manager, Hong Kong and Macau, The Coca-Cola Company, said: "At Fanta, we are dedicated to bringing joyful experiences into everyday life. We know that today's youth are passionate about immersive play, friendly competition, and authentic connections - so we set out to create a campaign that truly understands and connects with their interests.”

“Capturing the recent BEYBLADE X trend sweeping through Hong Kong, we saw a perfect opportunity to bring Fanta's playful, vibrant energy into the game - turning everyday moments into joyful experiences that people will remember long after the battle ends. This summer, we invite everyone across Hong Kong to join the fun and 'go shoot' with us!" Huang added.

Hong Kong is currently experiencing a resurgence of the BEYBLADE X craze, with recent mall tournaments, pop-up events and community gatherings drawing in crowds. Major malls such as Tuen Mun Town Plaza and pop-up venues including Mikiki have regularly hosted free battle zones and weekend tournaments to drive fan engagement.

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