What the Fanta

Coca-Cola European Partners’ (CCEP) #WhatTheFanta has returned for 2021 with a new blue variant.

As part of the campaign, a new, bright blue mystery Fanta variant is rolling out in 500ml and 2l packs now. The liquid inside the bottle could be one of several zero sugar flavours and to solve the flavour mystery, consumers are invited to scan the QR codes on-pack to unlock a series of interactive online clues.

The campaign will be supported by Fanta point-of-sale (POS) materials in-store. POS materials for the convenience channel can be requested via CCEP’s trade website My.CCEP.com from the end of April and when retailers register.

The launch of the new, blue #WhatTheFanta variant follows a successful pilot campaign in 2020, which saw a mystery bright green variant drive five times the rate of sale as seen on Fanta Orange in the same period

Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB, said: “#WhatTheFanta brings together what Fanta does best – disrupting the category by entertaining its growing fanbase and bringing innovative new flavours to market.

“Our popular Fanta zero sugar range is worth over £68m, which has in part been fuelled by the demand for our zero sugar flavoured variants. Our most recent launches – Fanta zero sugar Raspberry and Fanta zero sugar Grape are now worth £12m combined, with Fanta zero sugar Raspberry delivering £4.5m in sales in its first year.

“The extended #WhatTheFanta campaign will be supported by marketing activity that is sure to get people talking and drive purchases. Nearly a year on from the start of the first national lockdown, this is a great opportunity for retailers to increase sales by offering shoppers something new and exciting – to enjoy both in the home with family and on-the-go when restrictions start to ease.”

For more on the soft drinks category, check out our latest products in depth report.