Coca-Cola Europacific Partners (CCEP) has announced Fanta’s return to television screens from 1st October for a month, as the brand “ups the ante” in the run-up to Hallowe’en.
The new TV advert is part of a wider marketing campaign designed to capitalise on Fanta’s longstanding popularity during the spooky season – building on the momentum around the on-pack promotion that’s been live on limited edition packs of Fanta Orange and Fanta Orange Zero since the beginning of September.
In line with Fanta’s brand purpose, “In the Name of Play”, the TV advert depicts items in a shop coming to life and giving shoppers a fright – and it ends by encouraging consumers to “grab a Fanta and scare yourself silly this Hallowe’en”.
Other elements of the multi-million-pound marketing campaign include paid social media, digital and out of home advertising, and high-impact in-store activation – all of which also highlight the epic prizes on offer via the on-pack activity.
For consumers, the campaign provides a light-hearted and fun spin on the Hallowe’en season, but for retailers the message is a serious one: don’t miss out on shopper demand for soft drinks at Hallowe’en, specifically flavoured carbonates, which enjoyed an extra £5.5m in sales last October.
Worth £238m and in 6 per cent growth, Fanta is the no.1 flavoured carbonates brand in GB and has become synonymous with Hallowe’en. Despite Covid restrictions limiting celebrations for many, Fanta’s value sales grew by 6.5% in the four weeks to Hallowe’en 2020, when one in four flavoured carbonates purchased in retail was a Fanta.