News
Fanta turns purple with new #WhatTheFanta Fabulous Flavour Hunt
27/02/2023
Fanta turns purple with new #WhatTheFanta Fabulous Flavour Hunt
- GB’s no.1 flavoured carbonates brand[1] is launching a mysterious purple-coloured variant as part of its most playful #WhatTheFanta campaign yet
- Consumers will be directed to online content to watch ‘Fabulous Flavour Hunt’ episodes and solve the flavour mystery
- Taps into shopper demand for zero sugar soft drinks (Fanta Zero up 13%[2])
Coca-Cola Europacific Partners (CCEP) has announced the return of #WhatTheFanta for the fourth year running, bringing mystery back to the soft drinks aisle following another hugely successful campaign in 2022.
New this year, 'The Fabulous Flavour Hunt', will make the campaign more playful than ever and build momentum for GB’s number one flavoured carbonates brand[3] – nearly four times bigger than its nearest competitor[4] and in 20.3% growth[5].
Delivering on consumer demand for zero sugar variants and flavour innovation – whilst bringing some fun and personality to the soft drinks fixture once more – a new, purple-coloured mystery Fanta variant will roll out in 330ml PMP cans*, 500ml and 2l rPET plain pack bottles this month.
To solve the flavour mystery, consumers will be invited to scan the QR codes on-pack to unlock a series of interactive online clues hidden within episodes of the ‘The Fabulous Flavour Hunt’, with more hints on Fanta’s social channels – which will develop across several weeks, to sustain interest and intrigue.
This year’s #WhatTheFanta innovation 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. Convenience retailers can request POS kits from the POS shop on My.CCEP.com.
*The recommended prices on CCEP PMPs are intended only as a guide for retailers, and they are free to set prices as they wish. Plain packs are also available.
“#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.”
CCEP’s 500ml bottles of Fanta are 100% recyclable and made from 100% recycled plastic (excluding caps and labels) – consistent with the rest of its 500ml portfolio.
*The recommended prices on CCEP PMPs are intended only as a guide for retailers, and they are free to set prices as they wish. Plain packs are also available.
[1] Nielsen Total GB MAT val WE 31.12.22
[2] Nielsen Total GB MAT val WE 31.12.22
[3] Nielsen Total GB MAT val WE 31.12.22
[4] Nielsen Total GB incl. discounters, val MAT w/e 31.12.22 (Tango £78.8m / Fanta £302m)
[5] Nielsen Total GB MAT val WE 08.10.22
[6] Nielsen Total GB MAT val WE 08.10.22
[7] Global Household Panel (Fanta Q2 2022)