Flavoured carbonates brand Fanta has launched bright pink mystery variants as part of its biggest #WhatTheFanta campaign yet, which taps into consumer demand for zero sugar variants. Available in plain and £1.15 pricemarked 500ml packs, the pink drinks come in multiple exotic flavours, with subtle differences on packs to help shoppers find different ones or repeat-buy their favourite.
To solve the flavour mystery, consumers are invited to scan the QR codes on-pack to unlock a series of interactive online clues hidden within action-movie style videos – 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 from April, 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 materials via My.CCEP.com.
Martin Attock, vice president of commercial development at Coca-Cola Europacific Partners GB, says: “#WhatTheFanta brings together everything Fanta does best – disrupting the category by entertaining its growing fanbase whilst bringing innovative new flavours to market.
“The launch of the pink #WhatTheFanta variant follows a hugely successful campaign in 2021, which saw a mystery bright blue variant drive almost two times the rate of sale of Fanta Orange in the same period [Nielsen, Top 4 Grocery Retailer, Unit ROS (Wtd) Latest 8wks up to w/end 27.03.21]. In fact, 61% of #WhatTheFanta sales last year were incremental to Fanta [Global Household Panel (Fanta Q2 2021)], proof that the campaign attracts more shoppers to the brand and is sure to drive sales for retailers this year.”
CCEP claims that Fanta Zero is up 17% (Nielsen Total GB MAT val WE 01.01.22) and that Fanta is GB’s number one flavoured carbonates brand (ibid) – now 4.5x bigger than its nearest competitor and in 9% growth (ibid).