Fanta is launching a range of promotions to celebrate Halloween 2018 with the return of its partnership with Snapchat, ghoulish on-pack graphics, Halloween-themed flavours and multi-million pound consumer marketing campaign.
Worth £320m in total retail value, Halloween is the third biggest retail event in Great Britain for soft drinks (Mintel, 2017) and Fanta’s new, biggest ever Halloween campaign is designed to help wholesalers and retailers make the most of the opportunity.
This month, the winning flavours from the Fanta Flavour Election; Blood Orange Zero and Pink Grapefruit Zero, will join the brand’s existing portfolio of drinks.
The campaign for flavours ran earlier this year and saw four popular online influencers represent a new Fanta flavour and encourage consumers to vote for their favourite via online prank videos that gained 18.7million views.
With more than 150,000 votes received, Fanta Blood Orange Zero and Fanta Pink Grapefruit Zero were named the winning flavours and will be available to convenience retailers in 2ltr PET bottles from mid-September. Both variants contain no calories or sugar (rrp £2.50).
To accompany the launch of the new flavours, ghoulish graphics will appear on packs of Fanta Orange, Orange Zero, Fruit Twist, Fruit Twist Zero and Fanta Lemon from this month, alongside the brand’s Snapchat promotion that will allow consumers to unlock exclusive Halloween-themed filters and lenses.
Simon Harrison, customer marketing director GB at Coca-Cola European Partners (CCEP), said: “Like Coca-Cola is to Christmas, Fanta is to Halloween and the brand is a key driver of soft drinks growth during the Halloween period. In fact, last year Fanta grew by 23% in convenience during Halloween and this was accelerated by more consumers picking up Fanta Zero than ever before (Nielsen Scantrack Total Impulse MAT 4 wks to 04/11/17).”
“Halloween has really taken off in GB in recent years and has become a key calendar moment for our target audience of young adult consumers. This year’s multi-million pound activation is bigger than ever with new flavours to excite consumers and the Noma Bar packs and Snapchat promotion back by popular demand, helping to drive rate of sale for our customers. We’d recommend that retailers create bespoke cross-category Halloween displays in store to help drive shopper engagement and sales”.
Fanta’s 2018 activation will be supported by a multi-million pound marketing campaign that includes digital and outdoor advertising and social media activity. The brand will also be teaming up with Merlin Entertainments for its ‘Twisted Carnival’ events.
Retailers can order Fanta Halloween POS kits from their CCEP Field Sales Rep or call CCEP’s Customer Hub on 0808 1 000 000 or email Connect@ccep.com.