Coca-Cola Europacific Partners (CCEP) has announced the return of #WhatTheFanta for the fourth year running, with a new campaign ‘The Fabulous Flavour Hunt’.
This will see a new, purple-coloured mystery Fanta variant roll out in 330ml price-marked cans, 500ml and 2-litre rPET plain pack bottles this month.
To solve the flavour mystery, consumers are invited to scan the QR codes on-pack to unlock a series of interactive online clues hidden within episodes of the ‘The Fabulous Flavour Hunt’, with more hints on Fanta’s social channels – which will develop across several weeks.
This year’s #WhatTheFanta is supported by a multi-million-pound marketing campaign, including digital and out-of-home advertising alongside paid social media. Convenience retailers can request POS kits from the POS shop on My.CCEP.com.
Martin Attock, Vice President of Commercial Development at CCEP GB, said: “#WhatTheFanta brings together everything Fanta does best – disrupting the category by entertaining its growing fanbase whilst bringing innovative new flavours to market in exciting new ways to recruit new fans.
“The launch of the purple-coloured #WhatTheFanta variant follows a hugely successful campaign in 2022, which saw a mystery bright pink variant drive brand awareness among consumers. 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 for the fourth year in a row.”
