Fanta turns blue with mystery flavour launch

Coca-Cola European Partners (CCEP) has announced the return of #WhatTheFanta, again bringing mystery to the soft drinks aisle following a successful campaign trial last year.

#WhatTheFanta is the latest initiative from the number-one flavoured carbonates brand – worth £230m and in 4.2 per cent growth. The new, bright blue mystery Fanta variant is rolling out in 500ml and 2l packs now, and the liquid inside the bottle could be one of several zero sugar flavours – the pack gives nothing away.

To solve the flavour mystery, consumers are invited to scan the QR codes on-pack to unlock a series of interactive online clues – which will develop each week, to sustain interest and intrigue.

Fanta point-of-sale (POS) materials will create theatre in-store and online – challenging shoppers and brand fans to get involved, and encouraging repeat purchase by highlighting that "there’s more than one case to solve". POS materials for the convenience channel can be requested via CCEP’s trade website, My.CCEP.com from the end of April and when retailers register.

The launch of the new, blue #WhatTheFanta variant follows a successful pilot campaign in 2020, which saw a mystery bright green variant drive five times the rate of sale as seen on Fanta Orange in the same period.

“#WhatTheFanta brings together what Fanta does best – disrupting the category by entertaining its growing fanbase and bringing innovative new flavours to market," said Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB.

“Our popular Fanta zero-sugar range is worth over £68m, which has in part been fuelled by the demand for our zero-sugar flavoured variants. Our most recent launches – Fanta zero sugar Raspberry and Fanta zero sugar Grape are now worth £12m combined, with Fanta zero sugar Raspberry delivering £4.5m in sales in its first year.

“The extended #WhatTheFanta campaign will be supported by marketing activity that is sure to get people talking and drive purchases. Nearly a year on from the start of the first national lockdown, this is a great opportunity for retailers to increase sales by offering shoppers something new and exciting – to enjoy both in the home with family and on-the-go when restrictions start to ease.”