News

FANTA DARES SHOPPERS TO PLAY ULTIMATE HALLOWEEN GAME WITH NEW ON-PACK PROMOTION

Fanta HALLOWEEN

CCEP

01/09/2021

  • GB’s no.1 flavoured carbonates brand[1] has launched ghoulish on-pack graphics and promotion this Halloween, with a prize pool worth £50,000
  • Supported by multi-million-pound marketing campaign, including TV advertising
  • Led by Fanta, flavoured carbonates perform especially well at Halloween, contributing 11.5% of total soft drinks growth[2]

To celebrate Halloween this year, Coca-Cola Europacific Partners (CCEP) has unveiled a new on-pack promotion for Fanta, giving consumers the chance to win epic prizes or scary surprises.

The on-pack promotion will help retailers tap into consumer demand for soft drinks at Halloween –specifically flavoured carbonates, which enjoyed an extra £5.5m in sales in the run up to Halloween last year[3]. The campaign will capitalise on Fanta’s longstanding popularity during the spooky season, in fact 1 in 4 flavoured carbonates purchased in October 2020 was a Fanta[4].

From 30th August until the 31st October 2021, shoppers are invited to scan QR codes on limited edition, ghoulish packs of Fanta Orange and Fanta Orange Zero, to find out instantly whether they’ve won an epic prize – from cauldrons of cash, to home entertainment systems and supplies for the ultimate scary movie night in. Those who don’t win will receive exclusive digital content to scare their friends and family with instead.

Promotional packs include plain and price-marked 330ml cans and 500ml bottles for consumers to pick up whilst on the go, and 2L bottles to enjoy at home. The promotion will be supported by a multi-million-pound marketing campaign which includes paid social media, TV, digital and out of home advertising as well as high-impact in-store activation. POS materials are available from My.CCEP.com for independent convenience customers.

Martin Attock, Vice President of Commercial Development at Coca-Cola Europacific Partners GB, said: “Worth nearly £237m[5] and in 7.2% growth[6], Fanta is the no.1 flavoured carbonates brand in GB[7] and has become synonymous with Halloween – which means we have an opportunity to accelerate growth at this time of year and support our retail customers. We saw a 6.5% increase in Fanta’s value sales in the four weeks to Halloween 2020[8], despite Covid restrictions limiting celebrations for many.

“This year, we want to give loyal Fanta fans and retailers the best Halloween ever, with a scarily-good prize pool worth more than £50,000 and a sales driving marketing and activation campaign which will keep Fanta front of mind with shoppers during this growing seasonal event and take full advantage of the sales opportunity it represents.”

 

[1] Nielsen MAT VAL Total GB incl. dis w/e 22.05.21

[2] Nielsen Scantrack Data w/e 31.10.2020, Halloween = latest 4 weeks

[3] Nielsen Total GB flavoured carbs value growth Halloween 20 vs 19

[4] Nielsen Scantrack Data w/e 31.10.2020, Halloween = latest 4 weeks

[5] Nielsen Total Coverage incl dis GB MAT VAL to 22.05.21

[6] Nielsen Total Coverage incl dis GB MAT VAL to 22.05.21

[7] Nielsen MAT VAL Total GB incl. dis WE 27.03.21

[8] Nielsen Scantrack Data 4we w/e 31.10.20 vs previous year