Coca-Cola has announced the latest instalment of its Wanta Fanta campaign, including a new limited edition Fanta Dark Cherry variant, special packs across the rest of the range and an on-pack gaming promotion in partnership with Xbox.
The activity brings Fanta’s first global gaming campaign to the UK, partnering with Xbox to celebrate its 25th anniversary, and is “designed to help retailers drive sales during the crucial spring trading period,” Coca-Cola said.
The partnership leverages five popular gaming franchises, including Call of Duty, Halo, World of Warcraft, Diablo and Forza Horizon 6, as well as a catalogue of iconic gaming characters to drive shopper engagement.
Available now but for a limited time, Fanta Dark Cherry is available in 330ml cans and eight-can multipacks.
The new limited variant combines apple and cherry flavours and features Inarius, a character from the Diablo universe on-pack, designed to appeal to both collectors and gaming fans.
Gaming fans can enter by scanning unique QR codes on promotional packs or in-store POS materials via the Coca-Cola app. The prize pool includes thousands of gaming-themed rewards including exclusive in-game content, unique merchandise and gaming experiences.
The campaign will be supported by an integrated marketing campaign, including OOH advertising, paid social media, influencer partnerships and experiential events. Free POS materials are available from My.CCEP.com to help retailers create in-store theatre and get shoppers in on the action.
Rob Yeomans, vice president for commercial development at Coca-Cola Europacific Partners GB, said: “Gaming isn’t just entertainment, it’s a cultural force with massive reach across our core audiences. This partnership with Xbox, combined with the launch of Fanta Dark Cherry, allows us to build on previous success of bringing beloved icons to life on-pack - and we’re confident these will resonate just as strongly with shoppers.
“The activity gives shoppers a compelling reason to choose Fanta during this crucial trading period. We’re encouraging retailers to get behind Fanta’s latest campaign, find creative ways to execute in store and take full advantage of the sales opportunity.”
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