- GB’s no.1 flavoured carbonates brand[1] has launched a bright pink mystery variant as part of its biggest and boldest #WhatTheFanta campaign yet
- Taps into shopper demand for zero sugar soft drinks (Fanta Zero up 17%[2])
Coca-Cola Europacific Partners (CCEP) has announced the return of #WhatTheFanta, bringing mystery back to the soft drinks aisle following a hugely successful campaign last year.
This year’s initiative is even bigger and bolder and will build momentum for GB’s number one flavoured carbonates brand[3] – now 4.5x bigger than its nearest competitor and in 9% growth[4].
Delivering on consumer demand for zero sugar variants and flavour innovation – whilst bringing some fun and personality to the soft drinks fixture – a new, bright pink mystery Fanta variant is rolling out in 500ml and 2l packs now. The liquid inside the bottle could be one of multiple exciting, exotic zero sugar flavours. New for 2022, there are subtle differences on packs to help shoppers find different ones or repeat buy their favourite.
To solve the flavour mystery, consumers are invited to scan the QR codes on-pack to unlock a series of interactive online clues hidden within action-movie style videos – 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 from April, including digital and out-of-home advertising, paid social media and point-of-sale (POS) materials to create theatre in-store and online.
Martin Attock, Vice President of Commercial Development at Coca-Cola Europacific Partners GB, said: “#WhatTheFanta brings together everything Fanta does best – disrupting the category by entertaining its growing fanbase whilst bringing innovative new flavours to market.
The launch of the pink #WhatTheFanta variant follows a hugely successful campaign in 2021, which saw a mystery bright blue variant drive almost two times the rate of sale of Fanta Orange in the same period[5]. In fact, 61% of #WhatTheFanta sales last year were incremental to Fanta[6], proof that the campaign attracts more shoppers to the brand and is sure to drive sales for retailers this year.”
[1] Nielsen Total GB MAT val WE 01.01.22
[2] Nielsen Total GB MAT val WE 01.01.22
[3] Nielsen Total GB MAT val WE 01.01.22
[4] Nielsen Total GB MAT val WE 01.01.22
[5] Nielsen, Top 4 Grocery Retailer, Unit ROS (Wtd) Latest 8wks up to w/end 27.03.21
[6] Global Household Panel (Fanta Q2 2021)
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