Coca-Cola Europacific Partners (CCEP) has announced plans for its new Fanta ‘Horrorverse’ Halloween activity, including limited edition collectible packs across the range and a disruptive marketing campaign called Wanta Fanta? Run For It.
The activity is designed to “help retailers make the most of one of the biggest seasonal opportunities in the retail calendar, when shoppers are looking for fun, immersive experiences and products that help bring Halloween celebrations to life,” CCEP said.
Flavoured carbonates play an important role during the season, particularly across parties, sharing occasions and nights in, it added.
From this month, the Fanta range will receive a temporary makeover featuring Ghost Face from the Scream franchise, alongside a cast of original Fanta horror characters, aimed at “driving talkability and giving Fanta fans a series of must-have packs to collect.”
Stand-out
Designed to deliver maximum stand-out on shelf, the new packs will be available in a range of formats, giving Fanta fans a series of designs to discover throughout the season.
The activity is designed to help retailers create excitement, encourage repeat purchases and build anticipation in the run-up to Halloween.
The ‘Horrorverse’ introduces a cast of original Fanta characters designed to come to life beyond pack through content, creator partnerships and consumer experiences throughout the Halloween season.
Fanta Orange and Fanta Orange Zero Sugar will feature Ghost Face (from Scream), Fanta Lemon will feature Haystacks, Fanta Fruit Twist and Fruit Twist Zero Sugar will feature Drayk, Fanta Grape will feature Howlie and, finally, Fanta Mango will feature Franx.
The multi-million-pound marketing campaign called ‘Wanta Fanta? Run For It, includes paid social media, influencer activity, digital, OOH advertising and experiential activations, bringing the ‘Horrorverse’ characters to life for Fanta fans throughout the Halloween season.
Free POS
In addition, free POS materials will also be available from the My.CCEP.com site, to help retailers create in-store theatre and get shoppers into the Halloween spirit while stocks last.
Rob Yeomans, VP for commercial development at Coca-Cola Europacific Partners GB, said: “Halloween is a huge opportunity for retailers, and Fanta has a strong track record of helping customers make the most of the occasion through impactful campaigns and eye-catching packs.
“The introduction of the Horrorverse allows us to take that a step further this year. From Ghost Face to Fanta’s own cast of horror characters, we’re creating a world that shoppers can engage with throughout the season.
“Combined with significant marketing investment and in-store activation, we’re confident the campaign will help retailers create excitement, drive footfall and boost sales during this important trading period.”
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