Good morning,

Halloween is right around the corner, and while you might be envisioning heaps of candy, Coca-Cola's Fanta also wants you to think about orange soda.

Our reporter Chris Cicchiello dug into Fanta's marketing ambitions to own Halloween, including IP and a cinematic universe. Spooky!

Elsewhere, we have a story about a new Deloitte study finding that sales of experience-driven gifts like gift cards and trips are expected to grow this holiday season, crossing 50% of all planned gift purchases.

We also have a look at how People Inc.’s social video strategy is paying off.

Plus, Liquid I.V. hires a new marketing leader from Poppi.

Grab a cup of coffee and let’s dig in.

Lauren Johnson, deputy editor, commerce

Must Reads

1. Fanta’s Long Game for Halloween Starts With Creators and Original Characters

Fanta wants to become synonymous with Halloween.

The Coca-Cola brand is creating its own IP and cinematic universe, including partnerships with creators and a sweepstakes with AMC Theaters. Chris got the full scoop on Fanta's “Haunted Fanta Universe" this year.

2. Half of Shoppers Plan to Buy Gifts Like Meals or Event Tickets, Deloitte Finds

Experience-driven gifts like trips, gift cards, and meals are on the uptick for the holidays, writes Mitchell Parton.

A new study from Deloitte finds that 50% of consumers will buy these types of gifts this year, up from 47% last year. But spending varies widely by income groups, with the most spending happening with middle-income households.

People Inc. Ramps Up Social Video as Google Traffic Fades

People Inc. is seeing success in serialized shows on social media, reports Mark Stenberg.

The shows for titles like People, Travel + Leisure, and Entertainment Weekly are part of a broader growth strategy as Google only makes up 20% of all traffic. The investments seem to be paying off: Sponsorship revenue from the social franchises has grown 625% year over year.

In a new Marketing Vanguard episode, Cheryl Guerin, Mastercard’s EVP of global brand strategy and innovation, discusses how the financial firm uses automation. A brand assistant handles about 75% of work that used to be answered manually.

Guerin also spoke about how Mastercard’s long-standing Priceless campaign has remained relevant for the brand for nearly 30 years.

The Round Up

Here are your cable news ratings, (ADWEEK).
FTC sues Dollar General over deceptive pricing practices, (Retail Dive).
Why Jennifer Lawrence is getting into the celebrity beauty space, (The Cut).
How fashion brands can shape culture, (ADWEEK).
You Can See Everything deemed ineligible for DGA top prize, (Variety).
U.S. consumer confidence rises for the first time in four months, (Bloomberg).
Learn about what your tentpole media plan is missing, (Brandshare from Grocery TV).

Revolving Door

Liquid I.V. hires former Poppi CMO Jenny Danzi as marketing leader, (ADWEEK).
Donna Sharp joins Life360 as general manager of Life360 Ads, (Life360).

One More Thing

A research study from Apartment Therapy Media reveals a powerful demographic that you’re probably overlooking: The Re-Nesting Generation. After their kids leave home, these adults are investing in the next chapter across home, tech, travel, wellness, and finance, rather than simply downsizing.

Purchase AT Media's white paper for exclusive insights into this high-value demographic, and how your brand can reach them.

1. Fanta’s Long Game for Halloween Starts With Creators and Original Characters

2. Half of Shoppers Plan to Buy Gifts Like Meals or Event Tickets, Deloitte Finds

3. People Inc. Ramps Up Social Video as Google Traffic Fades

4. Brandweek 2026: Democratized Marketing Won’t Differentiate Your Brand. ft. Cheryl Guerin of Mastercard