A limited-edition blood orange flavour variant is being added to the Fanta portfolio this Halloween.
Fanta Dark Orange, the first Fanta product to turn jet black, will also feature werewolf-themed packaging to stand out on the shelves.
The limited-edition, soft drink tax-exempt variant will be available in 500ml plain and price-marked packs from mid-September until Halloween.
The full Fanta range will also receive a Halloween-themed makeover with the return of Noma Bar’s on-pack graphics. The packs will be available across regular and zero variants of Fanta Orange, Lemon, Fruit Twist, Pink Grapefruit and Grape.
The new flavour variant and special packs will be supported by a multi-million pound marketing campaign spanning digital and outdoor advertising, social media and Twisted Carnival activities.
Fanta’s Twisted Carnival is a Halloween show which invites Fanta fans to make their way through a haunted carnival tent. It will be supported across social media with related posts on Snapchat, partnerships with online media and influencers.
Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB, said: “Last year was Fanta’s best performing Halloween to date, delivering record sales of £15.8m over the four-week Halloween period. We’re confident that by tapping into the consumer demand for fun flavours with Fanta Dark Orange the plan for 2019 is even stronger, further enhancing Fanta’s association with Halloween, which is becoming as synonymous as Coca-Cola’s link to Christmas.”