Coca-Cola Europacific Partners (CCEP) has announced the return of #WhatTheFanta for the fourth year running, bringing mystery back to the soft drinks aisle following another hugely successful campaign in 2022.
New this year, “The Fabulous Flavour Hunt”, is designed to make the campaign more playful than ever and build momentum for GB’s number one flavoured carbonates brand – now nearly four times bigger than its nearest competitor and in +20.3 per cent growth.
Delivering on consumer demand for zero sugar variants and flavour innovation – whilst bringing some fun and personality to the soft drinks fixture once more – a new, purple-coloured mystery Fanta variant will roll out in 330ml PMP cans, 500ml and 2l rPET plain pack bottles this month.
To solve the flavour mystery, consumers will be invited to scan the QR codes on-pack to unlock a series of interactive online clues hidden within episodes of the “The Fabulous Flavour Hunt”, with more hints on Fanta’s social channels – which will develop across several weeks, to sustain interest and intrigue.
This year’s #WhatTheFanta innovation will be supported by a multi-million-pound marketing campaign in the spring, including digital and out-of-home advertising, paid social media and point-of-sale (POS) materials to create theatre in-store and online. Convenience retailers can request POS kits from the POS shop on My.CCEP.com.
“#WhatTheFanta brings together everything Fanta does best – disrupting the category by entertaining its growing fanbase whilst bringing innovative new flavours to market in exciting new ways to recruit new fans,” said Martin Attock, Vice President of Commercial Development at Coca-Cola Europacific Partners GB. “Our popular Fanta brand is for the first time worth over £300m, which has in part been fuelled by the demand for our zero sugar flavoured variants and high profile campaigns such as this and our Halloween activity.
“The launch of the purple-coloured #WhatTheFanta variant follows a hugely successful campaign in 2022, which saw a mystery bright pink variant drive brand awareness among consumers. In fact, 61 per cent of #WhatTheFanta sales last year were incremental to Fanta, proof that the campaign attracts more shoppers to the brand and is sure to drive sales for retailers for the fourth year in a row.”
CCEP’s 500ml bottles of Fanta are 100 per cent recyclable and made from 100 per cent recycled plastic (excluding caps and labels) – consistent with the rest of its 500ml portfolio.