Coca-Cola Europacific Partners (CCEP) has announced the return of #WhatTheFanta, bringing mystery back to the soft drinks aisle following last year’s campaign.
A new, bright pink mystery Fanta variant is rolling out in 500ml and 2-ltr packs now. The liquid inside the bottle could be one of several exotic zero sugar flavours. New for 2022, there are subtle differences on packs to help shoppers find different ones or repeat buy their favourite.
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 action movie-style videos – which will develop across several weeks.
This year’s #WhatTheFanta will be supported by a multi-million-pound marketing campaign from April, including digital and out-of-home advertising, paid social media and POS materials to create theatre in-store and online. Convenience retailers can request POS via 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.
“The launch of the pink #WhatTheFanta variant follows a hugely successful campaign in 2021, which saw a mystery bright blue variant drive almost two times the rate of sale of Fanta Orange in the same period. 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 this year.”
