Coca-Cola Europacific Partners (CCEP) has announced details of this year’s Fanta Halloween activity, including the launch of a brand new Beetlejuice-themed limited edition variant called Fanta Zero Afterlife, limited edition packs across the rest of the range, and a disruptive marketing campaign.
CCEP said the activity 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 Fanta and Warner Bros. Pictures announce a global partnership ahead of the Beetlejuice Beetlejuice movie release, the hotly anticipated sequel to the 80’s spooky classic Beetlejuice.
Rolling into stores from mid-August, available for a limited time, Fanta Zero Afterlife offers a unique, crisp apple taste. The launch taps into the popularity of the apple flavour, and sustained consumer demand for zero sugar, with Fanta Orange Zero Sugar growing ahead of the regular Fanta variants last Halloween.
The iconic black and white striped design creates a close association with Beetlejuice and features the film’s main character, which, coupled with the bold green liquid inside, delivers maximum stand-out on shelf.
Alongside the new flavour, from mid-August, the full Fanta flavour range will receive a temporary makeover featuring the Beetlejuice Beetlejuice characters, aimed at driving talkability and giving Fanta fans and film fanatics alike a series of must-haves to collect.
Fanta Orange and Fanta Orange Zero Sugar will feature Astrid (played by Jenna Ortega), Fruit Twist and Fruit Twist Zero Sugar will feature Lydia Deetz (played by Winona Ryder), Pineapple Grapefruit will feature Delia Deetz (played by Catherine O’Hara), and Lemon will feature Delores (played by Monica Bellucci).
“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 per cent over the Halloween period,” Rob Yeomans, vice-president, commercial development at CCEP GB, said.
“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, added: “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.”
Innovation both on and inside the pack will be supported by a multi-million-pound marketing campaign called ‘Summon What You Wanta’ which includes paid social media, influencer activity, digital, out of home advertising, and experiential activations.
Free POS materials will be available from My.CCEP.com from September, to help retailers create in-store theatre and get shoppers into the Halloween spirit (while stocks last).
