Coca-Cola Europacific Partners (CCEP) is gearing up for Halloween with the launch of a new limited edition Fanta variant, ‘Fanta Zero Afterlife,’ in collaboration with the upcoming Beetlejuice sequel.
This new zero-sugar apple-flavored drink will hit stores in mid-August and will be available for a limited time.
The new flavor, part of Fanta’s Halloween promotion, is designed to appeal to consumers’ growing interest in both apple flavors and zero-sugar options.
The packaging features Beetlejuice-themed black and white stripes, with the movie’s iconic character on the label, alongside a bold green liquid, aiming to stand out on store shelves.
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In addition to ‘Fanta Zero Afterlife,’ the entire Fanta range will get a temporary makeover, featuring characters from the Beetlejuice sequel. This includes limited edition packaging for popular flavors such as Fanta Orange, Fanta Orange Zero Sugar, Fruit Twist, and others.
The Halloween campaign, titled ‘Summon What You Wanta,’ will be supported by a multi-million-pound marketing effort that includes social media, influencer partnerships, digital and out-of-home advertising, and in-store promotions. Retailers will also have access to free point-of-sale materials from September to help create Halloween-themed displays.
Rob Yeomans, vice-president of commercial development at CCEP GB, emphasised the importance of Halloween for Fanta sales, noting that the brand accounted for one in four flavored carbonates sold in the lead-up to last Halloween.
This year, with the new flavor and exclusive packaging, CCEP aims to drive further interest in the brand during the Halloween season.
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