Fanta is back this Halloween with a new activation for 2018 that includes the return of its on-pack ghoulish graphics and Snapchat partnership, new flavours in large PET sharing bottles and a multi-million pound consumer marketing campaign.
Halloween is the third biggest retail event in GB for soft drinks and Fanta’s new Halloween campaign is designed to help wholesalers and retailers make the most of the opportunity.
This month, the flavours voted for in the Fanta Flavour Election - Blood Orange Zero and Pink Grapefruit Zero - will be joining the brand’s portfolio for Halloween. The campaign, which ran through April 2018, saw four popular online influencers represent a new Fanta flavour and encourage consumers to vote for their favourite via online prank videos that gained 18.7million views.
With more than 150,000 votes received, Fanta Blood Orange Zero and Fanta Pink Grapefruit Zero, were named the winners and will be available in 2Ltr PET bottles for the convenience channel from mid-September. Both variants are Soft Drinks Tax-exempt, naturally-flavoured and contain no sugar or calories.
Ghoulish graphics will also be appearing on packs of Fanta Orange, Orange Zero, Fruit Twist, Fruit Twist Zero and Fanta Lemon from September, alongside the brand’s promotion with Snapchat that will allow consumers to unlock exclusive Halloween-themed filters and lenses.
Fanta’s 2018 activation will be supported by a multi-million pound marketing campaign that includes digital and outdoor advertising and social media. The brand will also be teaming up with Merlin Entertainments for its ‘Twisted Carnival’ experiential activities. Spooky Halloween POS kits will also be available to convenience retailers via their CCEP field sales rep or upon request from the CCEP Customer Hub on 0808 1 000 000 or Connect@ccep.com.
Simon Harrison, customer marketing director GB at Coca-Cola European Partners, said: “Like Coca-Cola is to Christmas what Fanta is to Halloween, and the brand is a key driver of soft drinks growth during the Halloween period. In fact, last year Fanta grew by 23% in convenience during Halloween and this was accelerated by more consumers picking up Fanta Zero than ever before.
“Halloween has really taken off in GB in recent years and has become a key calendar moment for our target audience of young adult consumers. This year’s multi-million pound activation is bigger than ever with new flavours to excite consumers and the Noma Bar packs and Snapchat promotion back by popular demand, helping to drive rate of sale for our customers. We’d recommend that retailers create bespoke cross-category Halloween displays in store to help drive shopper engagement and sales."