How we support our customers at Halloween

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Stephen Lusk

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Halloween is one of our favourite times of year at Coca-Cola Europacific Partners and, with the spooky season upon us, we caught up with Stephen Lusk, our Chief Commercial Officer, to discuss how we support our customers during this key selling moment. 

Why is Halloween such a big milestone for CCEP and its customers?

Halloween is really growing as a consumer occasion in our markets and the third biggest calendar event in the year – so it is a great commercial opportunity to leverage for both our customers and our business.

We make, move and sell some of the world's best loved brands. But we don't stop there. Great customer service is at the heart of everything we do and as the number one value creator within the fast moving consumer goods and non-alcoholic ready to drink category across our territories, we have a strong track record of delivering growth for our customers.

We build lasting relationships with our retail partners and work with them to not only supply the brands that consumers love, but to also help market these products – maximising sales throughout the year. And that’s more important than ever, specifically during key calendar moments like Halloween.

Spain in store 1

How do we support our customers in store?

Our field sales teams have been visiting customers and sprinkling some spooky magic with limited-edition Halloween inspired packaging on shelves, transforming in-store displays with a terrifying twist, engaging marketing materials and special fang-tastic promotions like meal deals, helping to create the perfect at home moments with our products.

Scroll for some of our spooky creations:

How do we digitally support our customers?

Our annual ghoulish campaigns always include a digital element to bring light-hearted fun to scary season, and a competitive edge to our brands – however customers choose to do business with us, or how consumers decide to shop.

Since the Covid-19 pandemic, many people have continued to shop online and socialise more at home. We create digital experiences and e-commerce to help shoppers find the products they need for the perfect Halloween celebrations. For example, we work with our customers to create the perfect digital shelves with haunting brand assets and point of sale materials.

Our customer portal now has more than 130,000 customer users and makes it even easier to do business with us. There are many ways can support our customers this Halloween and all year round, including:

  • Growth: sharing customer category insights on how products or events like Halloween can help to grow revenue or bring more traffic to outlets

  • Activation: ordering point of sale materials to execute perfect activation in customer outlets and make the most of Fanta Halloween sales

  • Customer digitisation: Offer social media assets and adaptable posts that customers can use to create more demand or promote Halloween promotions in outlet

Halloween Stats FInal

Can you tell us more about the Fanta campaign plans?

Our priority as a business is to create value for our customers. We want to grow the sparkling category and, with that, grow our share of our core products – Coca-Cola, Diet Coke, Coca-Cola Zero Sugar, Fanta and Sprite. Soft drinks value growth was up £69 million year-on-year during Halloween 2021[1], a period in which Fanta achieved a 12% increase in value sales[2]. Halloween is therefore a big moment in the Fanta calendar and our ambition is to make Fanta as iconic at Halloween, as Coca-Cola is at Christmas.

This year, Fanta includes a spooktacular on-pack promotion offering epic prizes or scary surprises through QR codes. It also marks the first time Fanta Lemon, Fanta Fruit Twist Zero, Fanta Grape Zero, and Fanta Raspberry Zero are being included in the brand’s Halloween activity.

The promotion will be supported by a multi-million-pound marketing campaign which includes the return of the popular 2021 spooktacular TV ad, paid social media, digital and out of home advertising.

You can watch the TV ad here.

[1] Nielsen Scantrack Data w/e 06.11.2021, Halloween = latest 4 weeks, Total GB

[1] Nielsen Scantrack Data w/e 06.11.2021, Halloween = latest 4 weeks, Total GB