Coca-Cola Europacific Partners (CCEP) has announced details of this year’s Fanta Halloween activity, including the launch of a new Beetlejuice-themed limited edition variant called Fanta Zero Afterlife, limited edition packs across the rest of the range, and a marketing campaign.
The activity is designed to fuel momentum behind Fanta and to help retailers tap into the growing demand for flavoured carbonates at Halloween.
The launch of Fanta Zero Afterlife comes as Fanta and Warner Bros. Pictures announce a global partnership ahead of the ‘Beetlejuice Beetlejuice’ movie release, the sequel to the 80’s classic ‘Beetlejuice’.
Rolling into stores from the middle of this month for a limited time, Fanta Zero Afterlife will tap into the popularity of the apple flavour and sustained consumer demand for zero sugar drinks. The black and white striped design creates a close association with Beetlejuice and features the film’s main character.
Alongside the new flavour, the full Fanta flavour range will receive a temporary makeover featuring the Beetlejuice Beetlejuice characters.
The activity will be supported by a multi-million-pound marketing campaign called ‘Summon What You Wanta’, which includes paid social media, influencer activity, digital, out of home advertising, and experiential activations. Free POS materials will also be available to retailers.
Rob Yeomans, VP, Commercial Development at CCEP GB, said: “Halloween is one of the most important retail events in the calendar, and it’s become synonymous with Fanta in recent years – with the brand accounting for one in every four flavoured carbonates sold in the four weeks to Halloween 2023 Fanta Zero has a big role to play in recruiting new shoppers into the Fanta brand, growing by 2.8% over the Halloween period.
“This year promises to be our biggest and best Halloween yet, with exclusive limited editions – including a brand new flavour and collectable packs – under the umbrella of a huge new global partnership. We’re encouraging retailers to get behind the Fanta brand this Halloween, find creative ways to execute in-store and take full advantage of the sales opportunity.”
