Fanta launches limited edition Halloween variant

From:Packaging News

Coca-Cola European Partners (CCEP) is adding a dark twist to its Fanta portfolio this Halloween, with a limited-edition variant.

Fanta Dark Orange, the first ever Fanta product to turn jet black, will feature werewolf-themed packaging to stand out on the shelves and “give consumers a devilishly delicious experience.”

The limited-edition, Soft Drink Tax-exempt variant will be available in 500ml plain and price-marked packs from mid-September until Halloween, encouraging more purchases in the run-up.

The full Fanta range will once again receive a Halloween-themed makeover with the return of Noma Bar’s ghoulish on-pack graphics. The packs, which will be available across regular and zero variants of Fanta Orange, Lemon, Fruit Twist, Pink Grapefruit and Grape, will enable retailers to tap into the growing consumer demand for special Halloween themed packs and products when making purchasing decisions around the event.

The new flavour variant and special packs will be supported by a multi-million marketing campaign spanning digital and outdoor advertising, social media and Twisted Carnival activities.

Fanta’s Twisted Carnival is a Halloween show which invites Fanta fans to make their way through a haunted carnival tent.

Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB, said: “Last year was Fanta’s best performing Halloween to date, delivering record sales of £15.8million over the four week Halloween period. We’re confident that by tapping into the consumer demand for fun flavours with Fanta Dark Orange the plan for 2019 is even stronger, further enhancing Fanta’s association with Halloween which is becoming as synonymous as Coca-Cola’s link to Christmas.”

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