Fanta Halloween packs jump out on shelves
DRINKS giant Coca-Cola Europacific Partners (CCEP) has brought a scarily disruptive new campaign to the shelves for the Fanta brand with the new ‘Horrorverse’ activity.
Featuring limited edition packs and a new marketing campaign, CCEP has continued to tie in the Fanta brand with the Halloween occasion for another year with a host of new characters featured across packs to drive up sales of the brand throughout the spooky season.
New for this year, the limited edition packs feature horror movie icon Ghost Face – known for the horror film franchise Scream – along with some of Fanta’s own horror creations with Haystacks, Drayk, Howlie and Franx. The four are fashioned after some classic horror monsters including a scarecrow, a vampire and a werewolf
The limited edition packs rolled out from mid-August across the full Fanta range to help drive up engagement with consumers and deliver some collectible items for Fanta fans.
Fanta Orange and Fanta Orange Zero both feature Scream’s Ghost Face; Fanta Lemon sees Haystacks don a pumpkin head across packs; Fanta Fruit Twist and Fruit Twist Zero feature Drayk; Howlie will rip into the Fanta Grape variant; and Franx shuffles onto Fanta Mango.
The ‘Horrorverse’ characters will also come to life through some select content creator partnerships and consumer experience across the Halloween season.
Building further on this as well, CCEP has expanded on the ‘Wanta Fanta?’ campaign with the new ‘Wanta Fanta? Run For It’ activation. The multi-million-pound investment into the brand will include paid social media, influencer activity, digital and out-of-home advertising as well as experiential activations.
Free POS materials are also available via MyCCEP.com to help retailers to create some in-store theatre and get shoppers into the Halloween spirit throughout the season.
Rob Yeomans, VP for commercial development at CCEP 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.”
