Delivering on consumer demand for zero sugar variants and flavour innovation – whilst bringing "fun and personality to the soft drinks fixture" – the bright blue mystery Fanta variant is rolling out in 500ml and 2l packs. The liquid inside the bottle could be one of several zero sugar flavours – and 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.
Coca-Cola European Partners says that 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’.
The launch of the new, blue #WhatTheFanta variant follows a successful pilot campaign in 2020, which the company says saw a mystery bright green variant drive five times the rate of sale as seen on Fanta Orange in the same period.
Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB, said: “#WhatTheFanta brings together what Fanta does best – disrupting the category by entertaining its growing fanbase and bringing innovative new flavours to market.
“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.
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