Coca-Cola European Partners (CCEP) is planning its biggest Halloween campaign from Fanta, including exclusively designed packaging, smaller 150ml can multipacks and an advertising and experiential marketing campaign.
New ghoulish graphics on packs of Fanta have been specially designed by artist Noma Bar and will run from September 16 to November 11.
The packs will also include a code for consumers to unlock exclusive Fanta Halloween-themed Snapchat filters and lenses, which will change daily throughout the campaign to encourage repeat purchases.
The packaging will appear on a range of plain and price-marked pack formats, including 2L and 500ml PET bottles, 330ml and 6x330ml can multipacks, of Fanta Orange, Fanta Orange Zero, Fanta Fruit Twist and Fanta Fruit Twist Zero.
The brand will also be introducing Halloween-themed limited edition 12x150ml mini can multipacks of Fanta Orange Zero and Fanta Fruit Twist Zero. These formats are designed to appeal to consumers who are less frequent buyers of carbonated soft drinks but are looking to stock up on smaller formats for their Halloween festivities.
A multi-million pound marketing campaign will feature themed in-store visuals, point-of-sale material, digital out-of-home advertising and experiential and virtual reality ‘Fright Night’ activity to drive awareness of the brand’s Halloween activities.
Simon Harrison, customer marketing director GB at Coca-Cola European Partners, said: “Halloween is now the fourth biggest retail event in Great Britain and represents a huge opportunity for retailers and brands alike. Our Fanta Halloween campaign is bigger and better than last year and delivers a real point of difference thanks to the unique Noma Bar illustrations which will help retailers build excitement around the occasion, driving sales as consumers stock up for their celebrations.”
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