The campaign’s return sees the new colour (which will have different flavours in different bottles) available in 500ml and 2l packs. Shoppers can scan on-pack QR codes to find a series of interactive online clues hidden within videos, which will develop across several weeks.
#WhatTheFanta 2022 comes as Fanta is the UK’s number one flavoured carbonates brand, in 9% growth and 4.5 times as large as its nearest competitor, according to Nielsen.
Martin Attock, vice president of commercial development at CCEP GB, said: “The launch of the pink #WhatTheFanta variant follows a hugely successful campaign in 2021, which saw a mystery bright blue variant drive almost two times the rate of sale of Fanta Orange in the same period. In fact, 61% of #WhatTheFanta sales last year were incremental to Fanta, proof that the campaign attracts more shoppers to the brand and is sure to drive sales for retailers this year.”
CCEP will support the campaign with a multimillion pound marketing campaign starting in April. The campaign includes digital and out-of-home advertising, as well as paid social media and PoS materials, which retailers can request from my.ccep.com
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