COCA-COLA European Partners (CCEP) has continued its #WhatTheFanta initiative with a new mystery flavour of the soft drink.
The new bright blue Fanta variant is being rolled out in 500ml and 2L bottles – with CCEP saying that the packs have been carefully designed to give no hint on what the flavour inside is. However, consumers can get clues from on-pack QR codes, which, once scanned, direct them to an interactive online platform which will reveal more clues as the weeks go on.
The #WhatTheFanta initiative was first started in 2020 with the release of a mystery green coloured drink. CCEP revealed that it drove five times the rate of sale as seen on Fanta Orange in the same period.
The company added that the point-of-sale (POS) materials that come alongside the initiative create ‘theatre’ in-store and online – challenging shoppers and brand fans to get involved whilst also encouraging repeat purchases by highlighting that ‘there’s more than one case to solve’.
Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB, said, “#WhatTheFanta brings together what Fanta does best – disrupting the category by entertaining its growing fanbase and bringing innovative new flavours to market. Our popular Fanta zero sugar range is worth over £68m, which has in part been fuelled by the demand for our zero sugar flavoured variants. Our most recent launches – Fanta zero sugar Raspberry and Fanta zero sugar Grape are now worth £12m combined, with Fanta zero sugar Raspberry delivering £4.5m in sales in its first year.
“The extended #WhatTheFanta campaign will be supported by marketing activity that is sure to get people talking and drive purchases. Nearly a year on from the start of the first national lockdown, this is a great opportunity for retailers to increase sales by offering shoppers something new and exciting – to enjoy both in the home with family and on-the-go when restrictions start to ease.”
