FANTA has unveiled a ‘more playful than ever’ #WhatTheFanta campaign with the launch of a new mystery purple variation of the drink.
On-pack QR codes will be used by consumers to unlock a series of interactive online clues hidden within episodes of The Fabulous Flavour Hunt in bid to work out the flavour of the purple drink, with more hints set to be released on Fanta’s social channels across a series of weeks.
It is the fourth successive year the #WhatTheFanta campaign has launched, with Coca-Cola Europacific Partners heralding it as ‘hugely successful’. In the 2021 campaign, the mystery blue variation sold at almost double the rate of Fanta Orange.
The latest launch of the mystery drink will roll out in 330ml cans, 500ml and two-litre rPet bottles later this month.
Martin Attock, VP 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.”
