COCA-COLA has announced the launch of its ‘biggest and boldest’ #WhatTheFanta campaign yet with the roll out of a new bright pink mystery flavour.
It builds on last year’s ‘hugely successful’ campaign, which saw the launch of mystery blue and green flavours.
The latest launch will see consumers invited to scan on-pack QR codes to help crack the mystery flavour, with them unlocking a series of interactive online clues hidden within ‘action movie-style videos’ which will develop across several weeks.
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. In fact, 61% 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 this year.”
