COCA-Cola European partners (CCEP) has announced it will embark on its biggest-ever Halloween campaign for Fanta, rolling out limited-edition packs and spending big on marketing activities.
CCEP will celebrate the spooky season by introducing Halloween-styled packaging for its Fanta range, as well as launching limited-edition 150ml can multipacks.
The limited-edition graphics will feature across a range of plain and PMP formats including 2L and 500ml PET bottles, 330ml and 6x330ml can multipacks of Fanta Orange, Fanta Orange Zero, Fanta Fruit Twist and Fanta Fruit Twist Zero.
Fanta’s ghoulish makeover coincides with the roll-out of the 500ml PET Fanta twist bottle which made its debut in the 2L format earlier this year.
CCEP will also be introducing Halloween-themed limited-edition 12x150ml mini can multipacks of Fanta Orange Zero and Fanta Fruit Twist Zero. The firm reckons these formats will appeal to consumers who are less frequent purchasers of carbonated soft drinks but are looking to stock up on smaller formats for their Halloween festivities.
Support for the spooky cans will come in the shape of an advertising and experiential marketing campaign. The multi-million pound campaign will include in-store visuals, POS, digital outdoor advertising and a virtual reality ‘Fright Night’ activity.
Simon Harrison, operational marketing director GB at CCEP said: “Halloween is now the fourth biggest retail event in Great Britain and represents a huge opportunity for retailers and brands alike.
“Our Fanta Halloween campaign is bigger and better than last year and delivers a real point of difference thanks to the unique Noma Bar illustrations which will help retailers build excitement around the occasion, driving sales as consumers stock up for their celebrations.”