FANTA is set to mark Halloween with a range of limited-edition packs and a new Beetlejuice-themed variant.
Coca-Cola Europacific Partners (CCEP) explained that the activity, which will also include a disruptive marketing campaign, is designed to help fuel momentum behind Fanta and to help retailers tap into growing demand for flavoured carbonates at Halloween.
The launch of Fanta Zero Afterlife comes as the brand and Warner Bros. Pictures announce a partnership ahead of the Beetlejuice Beetlejuice movie, which is the hotly anticipated sequel to the 80’s spooky classic Beetlejuice.
The pack will feature the iconic black and white striped design to create a close association with Beetlejuice and also features the film’s main character, which CCEP said, coupled with the bold green liquid, delivers maximum stand-out on shelf.
From mid-August, the full Fanta flavour range will receive a temporary makeover featuring the Beetlejuice Beetlejuice characters, with CCEP adding that the packs are aimed at being a series of ‘must-haves’ to collect.
Halloween activity both on and inside the packs will be supported by a multi-million-pound marketing campaign tubbed Summon what you Wanta, which includes paid social media, influencer activity, digital, out of home advertising, and experiential activations.
Rob Yeomans, VP of commercial development at Coca-Cola Europacific Partners GB, said, “Halloween is one of the most important retail events in the calendar, and it’s become synonymous with Fanta in recent years – with the brand accounting for one in every four flavoured carbonates sold in the four weeks to Halloween 2023. Fanta Zero has a big role to play in recruiting new shoppers into the Fanta brand, growing by 2.8% over the Halloween period.
“This year promises to be our biggest and best Halloween yet, with exclusive limited editions – including a brand new flavour and collectable packs – under the umbrella of a huge new global partnership. We’re encouraging retailers to get behind the Fanta brand this Halloween, find creative ways to execute in store and take full advantage of the sales opporutnity.”
Hanna Lauri, Fanta brand manager at The Coca-Cola Company, commented, “We’re excited for fans to try our special new Fanta Zero Afterlife flavour – an unmissable extension of the Fanta range. There’s more to come with this iconic partnership, so keep an eye out for more chances to get up close and personal with the film of the spooky season.”
