The 'What The Fanta' Campaign is Coming Back with a New Flavor
Michael Hemsworth — April 1, 2021 — Marketing
References: fanta & talkingretail
The 'What The Fanta' campaign is being brought back by Coca-Cola European Partners (CCEP) to offer consumers a mysterious refreshment to try out and do their best to figure out what flavor it is. The drink is being rolled out now in the UK in 500ml and two-liter bottles, and will encourage shoppers to scan the on-pack QR code to unlock online clues that will reveal the flavor. The sugar-free soda is sure to be a hit amongst curious consumers and builds on last year's success of the campaign.
Vice President of Commercial Development at CCEP GB Simon Harrison spoke on the 'What The Fanta' campaign saying, "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 ‘What The Fanta’ campaign will be supported by marketing activity that is sure to get people talking and drive purchases.”
Vice President of Commercial Development at CCEP GB Simon Harrison spoke on the 'What The Fanta' campaign saying, "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 ‘What The Fanta’ campaign will be supported by marketing activity that is sure to get people talking and drive purchases.”
Trend Themes
1. Mystery Marketing - Marketing campaigns that involve mystery and intrigue to engage curious consumers.
2. Interactive Packaging - Packaging that contains digital elements such as QR codes to provide consumers with interactive experiences.
3. Flavor Innovation - Exploring new flavor combinations for sugar-free beverages to cater to evolving consumer preferences.
Industry Implications
1. Beverage - The beverage industry can leverage mystery marketing campaigns and interactive packaging to engage consumers and boost sales.
2. Food Retail - Food retailers can benefit from offering exclusive drinks that are available for a limited time and encourage customers to make repeat purchases.
3. Digital Marketing - Digital marketers can design creative campaigns that integrate both online and offline channels to deliver immersive experiences for customers.
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