Coca-Cola Europacific Partners (CCEP) has unveiled its 2023 Halloween campaign for Fanta, including an on-pack promotion offering prizes and surprises.

Until 7 November, shoppers can scan QR codes on limited-edition packs of Fanta, which will take them to the Coca-Cola app to play a Halloween game. They then find out whether they’ve won a prize from a £70,000 prize pool – Fanta’s biggest ever – or a scary surprise.

Prizes include cauldrons of cash, immersive horror experiences across the UK including travel and accommodation, home entertainment systems and big night in suppliers. Winners also receive a list of Fanta’s top 10 jump scare films.

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Those who don’t win a prize will receive a scary surprise in the form of exclusive digital content to scare their friends and family with instead.

The promotion will run across Fanta Orange, Orange Zero, Lemon, Fruit Twist, Fruit Twist Zero, Grape Zero and Raspberry Zero. Promotional packs include 500ml and 2l bottles, as well as 330ml cans of Fanta Orange, Fanta Orange Zero and Fanta Fruit Twist.

CCEP is supporting the promotion with a multi-million-pound marketing campaign including a TV advert, outdoor advertising, social media, digital and influencer activity, and experiential activations. Retailers can also access free PoS from My.CCEP.com from September.

During last Halloween, soft drinks value growth was up by more than £70m annually, including a 19.1% growth in Fanta value sales.

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Rob Yeomans, vice-president, commercial development at CCEP GB, said: “Halloween is one of the most important retail events in the calendar, growing by 8.8% in 2022 to £488m.

“Fanta has become synonymous with Halloween, and last year contributed almost a third (31.6%) of total flavoured carbonates growth during Halloween 2022, with one in four flavoured carbonates soft drinks sold being a Fanta. Fanta Zero also helped to recruit new shoppers into the Fanta brand, growing by 4.4% value growth over the Halloween period.

“We’re confident that Fanta’s biggest ever £70,000 prize pool and disruptive marketing activity, will help Fanta and our customers achieve another year of strong growth at Halloween. We’d advise retailers to get creative this Halloween with cross-category displays to deliver in-store theatre to engage shoppers and drive sales.”

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