Coca-Cola Enterprises (CCE) is adding spooktacular editions to its Fanta range and launching a seasonal media partnership with MTV, helping retailers to make the most of the Halloween opportunity this autumn among the brand’s target audience of mums and teens.
Reflecting Fanta’s playful nature, its packaging will be haunted with spooky jack-o’-lanterns across its 2 litre Orange, Orange Zero and Fruit Twist variants, as well as its 6x330ml and 8x330ml multipack can ranges.
The Halloween packs will be supported with themed in-store visuals, point-of-sale material and an outdoor advertising campaign to drive awareness of the brand’s activity.
To further enhance the reach of the campaign, Fanta has partnered with MTV to launch a #TrickorTreat prize draw competition which will be amplified across the MTV channel as well as its online and social media sites throughout October, reaching over 1,500,000 teens. Winners will be unaware if they’ve won a treat or trick until the moment the prize is delivered.
Caroline Cater, operational marketing director at Coca-Cola Enterprises, said: “With Halloween becoming an increasingly prominent celebration in the social calendar and landing on a Saturday this year, retailers can tap into the excitement of the occasion with these new Fanta pack formats, making the most of the brand’s increased marketing support to help drive sales in store.”
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