Coca-Cola Europacific Partners (CCEP) has announced the return of its #WhatTheFanta campaign for the fourth year running.
‘The Fabulous Flavour Hunt’ has a new, purple-coloured mystery Fanta variant that is rolling out in 330ml PMP cans, 500ml and 2l rPET plain pack bottles this month.
To solve the flavour mystery, consumers have to scan the QR codes on-pack to unlock a series of interactive online clues, with more hints on Fanta’s social channels, which will develop over several weeks.
This year’s #WhatTheFanta campaign will be supported by a multi-million-pound marketing campaign in the spring, including digital and out-of-home advertising, paid social media and point-of-sale (POS) materials to create theatre in-store and online.
Martin Attock, VP of Commercial Development at CCEP GB, said: “#WhatTheFanta brings together everything Fanta does best – disrupting the category by entertaining its growing fanbase whilst bringing innovative new flavours to market in exciting new ways to recruit new fans. Our popular Fanta brand is for the first time worth over £300m, which has in part been fuelled by the demand for our zero sugar flavoured variants and high profile campaigns such as this and our Halloween activity.
“The launch of the purple-coloured #WhatTheFanta variant follows a hugely successful campaign in 2022, which saw a mystery bright pink variant drive brand awareness among consumers. In fact, 61% of #WhatTheFanta sales last year were incremental to Fanta, proof that the campaign attracts more shoppers to the brand and is sure to drive sales for retailers for the fourth year in a row.”
