COCA-Cola Europacific Partners (CCEP) is to hold an immersive challenge which will see participants be in with the chance of a limited-edition can of Fanta Zero.
The competition marks the launch of the new Beetlejuice Beetlejuice Fanta Halloween campaign that features the movie’s spooky Afterlife Train.
From four days from October 30, an immersive Afterlife Train pop-up will be held at Westfield in London. Visitors will navigate their way through a ‘unique’ experience with puzzles that must be solved to escape. If they can flee before the last stop, they will be rewarded with a limited-edition can of Fanta Zero Afterlife.
The event follows on from the launch of the temporary makeover of the full Fanta flavour range, which now features characters from the new Beetlejuice Beetlejuice movie on the packs and QR codes to play interactive games and get tickets for the Afterlife Train.
Rob Yeomans, VP commercial development at Coca-Cola Europacific Partners GB, said, “Halloween is one of the most important retail events in the calendar, worth £549 million in 2023, and it just keeps growing. Fanta has built a strong association with this seasonal occasion, with the brand accounting for one in every four flavoured carbonates sold in the four weeks to Halloween 2023.
“2024 is set to be the biggest year yet with our Beetlejuice-themed limited edition, full range temporary makeover and marketing campaign delivering huge standout on shelf and talkability amongst consumer. We’d advise retailers to go big themselves with cross-category displays to drive incremental sales and in-store theatre to engage shoppers.”
