Fanta fans can win Halloween prizes and scary surprises with the drink’s latest on-pack promotion. Coca-Cola Europacific Partners (CCEP) claims that the promo 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 (Nielsen Total GB flavoured carbs value growth Halloween 20 vs 19). The campaign will capitalise on Fanta’s long-standing popularity during the spooky season, in fact one in four flavoured carbonates purchased in October 2020 was a Fanta (Nielsen Scantrack Data w/e 31.10.2020, Halloween = latest 4 weeks).
From now 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 a 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 and 2L bottles. 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 will be available from My.CCEP.com from October.
Martin Attock, vice president of commercial development at CCEP GB, said: “Worth nearly £237m5 and in 7.2% growth [Nielsen Total Coverage incl dis GB MAT VAL to 22.05.21], Fanta is the no.1 flavoured carbonates brand in GB [Nielsen MAT VAL Total GB incl. dis WE 27.03.21] 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 [Nielsen Scantrack Data 4we w/e 31.10.20 vs previous year], 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.”