Fanta is giving teenagers hundreds of reasons to buy the drink this summer by launching an on-pack promotion with money-can’t-buy prizes.

Fanta has grown 11.8% in the past year

The ‘Play #Fanta100 – 100 ways to play’ campaign aims to boost trial and engagement with teen consumers by giving away a raft of prizes, such as flying a plane, feeding a lion or becoming a popstar for a day. The promotion is running on 500ml plain pack, 330ml plain pack and 59p price-marked pack formats from mid-May across Fanta Orange, Orange Zero and Fruit Twist. It will also be available on several take-home formats.

A marketing campaign, including TV on teen-focused channels such as E4 and Comedy Central, online, social media and outdoor activity, will help drive awareness of the brand.

“This promotion is designed to drive trial, while in-store PoS will engage with mums, a key Fanta shopper, on the path to purchase,” said Caroline Cater, Coca-Cola Enterprises operational marketing director.