The campaign aims to help retailers tap into the growing demand for soft drinks at Halloween. To engage shoppers and drive sales, shoppers are invited to scan QR codes on limited edition packs of Fanta. These QR codes will take them to the Coca-Cola app, where they can play a Halloween game and instantly find out if they’ve won a prize from Fanta’s biggest-ever £70k prize pool – or a scary surprise.
According to Rob Yeomans, vice-president of commercial development at Coca-Cola Europacific Partners GB, Halloween is a significant retail event, with sales growing by 8.8% in 2022 to £488m. Fanta has become synonymous with Halloween, contributing almost a third (31.6%) of total flavored carbonates growth during Halloween 2022. One in four flavored carbonates soft drinks sold is a Fanta. Fanta Zero has also been instrumental in attracting new shoppers to the brand, with a 4.4% value growth over the Halloween period.
To ensure another year of strong growth at Halloween, Fanta is confident that its biggest ever £70,000 prize pool and disruptive marketing activity will be successful. Yeomans advises retailers to get creative by implementing cross-category displays that deliver in-store theater, engaging shoppers, and ultimately driving sales.
The Halloween activity will include various flavors and zero sugar variants, such as Fanta Orange, Orange Zero, Lemon, Fruit Twist, Fruit Twist Zero, Grape Zero, and Raspberry Zero. This follows the success of last year’s Halloween promotion, which extended across other flavors and zero sugar variants for the first time.
Promotional packs will be available in 500ml bottles for on-the-go consumers and 2l bottles for at-home enjoyment. Additionally, 330ml cans of Fanta Orange, Fanta Orange Zero, and Fanta Fruit Twist will be included. Fanta Orange 250ml, 2l PMPs, along with 500ml PMP bottles of Fanta Orange Zero, will also be part of the promotion.
To support the promotion, a multi-million-pound marketing campaign will be launched. This includes the return of the popular spooktacular TV ad, paid social media, influencer activity, digital marketing, out-of-home advertising, and experiential activations.
For retailers looking to maximize their participation in the campaign, free POS materials will be available from My.CCEP.com starting in September. These materials are available on a first-come, first-served basis.
Overall, with the targeted marketing efforts, engaging in-store displays, and exciting prizes, Fanta aims to help retailers capture the growth opportunities presented during Halloween. By leveraging the brand’s strong association with the holiday, they anticipate another successful year of sales growth at this key retail event.
