Fanta returns Halloween on-pack promotion

Coca-Cola Europacific Partners (CCEP) has announced details of this year’s Fanta Halloween activity, including an on-pack promotion offering its biggest pool of epic prizes and scary surprises yet.

The campaign is expected to help retailers tap into the growing demand for soft drinks at Halloween. Soft drinks value growth was up over £70m year-on-year during Halloween 2022 and, over the same period, Fanta achieved a 19.1 per cent increase in value sales as well, according to Nielsen Scantrack data. In fact, soft drinks spend increased and grew faster than three of the four traditional Halloween categories – sugar confectionary, pumpkins and chocolate.

From 11 September to 7 November, shoppers are invited to scan QR codes on limited edition, ghoulish packs of Fanta which will take them to the Coca-Cola app to play a Halloween game and then find out instantly whether they’ve won an epic prize from Fanta’s biggest-ever £70,000 prize pool – or a scary surprise.

Prizes range from cauldrons of cash and immersive horror experiences across the UK, including travel and accommodation, to home entertainment systems and supplies for the ultimate scary movie night in. Winners will also receive a list of Fanta’s top 10 jump scare films.

Those who don’t win a prize will receive a ‘scary surprise’ in the form of exclusive digital content to scare their friends and family with instead.

“Halloween is one of the most important retail events in the calendar, growing by 8.8 per cent in 2022 to £488m, commented Rob Yeomans, vice-president, commercial development at CCEP GB.

“Fanta has become synonymous with Halloween, and last year contributed almost a third (31.6%) of total flavoured carbonates growth during Halloween 2022, with one in four flavoured carbonates soft drinks sold being a Fanta. Fanta Zero also helped to recruit new shoppers into the Fanta brand, growing by 4.4 per cent value growth over the Halloween period.”

The Halloween activity will run across Fanta Orange, Orange Zero, Lemon, Fruit Twist, Fruit Twist Zero, Grape Zero, and Raspberry Zero – following on from last year’s Halloween activity which saw the promotion extended across other flavours and zero sugar variants for the first time.

Promotional packs include 500ml bottles for consumers to pick up on-the-go and 2l bottles to enjoy at home, plus 330ml cans of Fanta Orange, Fanta Orange Zero and Fanta Fruit Twist. Fanta Orange 250ml, 2l PMPs, alongside 500ml PMP bottles of Fanta Orange Zero are also included.

The promotion will be supported by a multi-million-pound marketing campaign which includes the return of the popular TV ad, paid social media, influencer activity, digital, out of home advertising, and experiential activations.

“We’re confident that Fanta’s biggest ever £70,000 prize pool and disruptive marketing activity, will help Fanta and our customers achieve another year of strong growth at Halloween. We’d advise retailers to get creative this Halloween with cross-category displays to deliver in-store theatre to engage shoppers and drive sales,” Yeomans added.

Free POS materials will also be available whilst stocks last from My.CCEP.com from September.