Coca-Cola Europacific Partners (CCEP) has launched its 2022 Halloween campaign for Fanta, including an on-pack promotion offering prizes or surprises.
From 12 September, limited-edition packs of Fanta with Halloween-themed packaging will be available with QR codes. For the first time, CCEP has expanded the participating varieties beyond Fanta Orange and Orange Zero.
This year, Fanta Fruit Twist Zero, Lemon, Grape Zero and Raspberry Zero are also included in the promotional activity. Promotional packs include 330ml cans and 500ml and 2l bottles.
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Upon scanning the code, shoppers can find out if they have won a prize from a £50,000 pool. Prizes range from cash to home entertainment systems and supplies for a scary movie night in.
Customers who don’t win will receive exclusive digital content which they can scare their friends and family with instead.
The promotion will be supported by a multi-million-pound marketing campaign which includes the return of last year’s popular TV advert, paid social media, digital and out-of-home advertising and free PoS for retailers.
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Last year during Halloween, soft drinks value increased annually by £69m and Fanta saw a 12% increase in value sales.
Martin Attock, vice president of commercial development at CCEP, said: “Worth more than £270m and in 13.3% growth, Fanta is the no.1 flavoured carbonates brand in GB and has become synonymous with Halloween in recent years. Fanta Zero is doing particularly well and led growth during the spooky season in 2021, which is why we’re including more of our popular zero sugar flavours this time around.
“Retailers can create in-outlet theatre with front of store and aisle end displays – where HFSS-compliant ranges like Fanta have a key role to play. This, combined with our £50,000 prize pool and the other marketing activity we have planned, will help Fanta and our customers achieve another year of strong growth at Halloween.”
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