Coca-Cola Europacific Partners (CCEP) has brought back its #WhattheFanta campaign for the fourth year in a row with a purple-coloured mystery flavour.

This year’s iteration, ‘The fabulous flavour hunt’, features the new flavour in 330ml price-marked pack cans, and 500ml and 2l rPET plain pack bottles.

Shoppers are invited to solve the flavour mystery by scanning on-pack QR codes which unlock a series of online clues hidden within episodes of a show called The Fabulous Flavour Hunt.

There will also be hints on Fanta’s social media accounts.

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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 while bringing innovative new flavours to market in exciting new ways to recruit new fans. Our popular Fanta brand is worth over £300m for the first time, which has in part been fuelled by the demand for our zero-sugar flavoured variants and high-profile campaigns such as this and our Halloween activity.

“The launch of the purple-coloured #WhatTheFanta variant follows a hugely successful campaign in 2022, which saw a mystery bright pink variant drive brand awareness among consumers. 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 for the fourth year in a row.”

CCEP is supporting the promotion with a multi-million-pound marketing campaign which includes digital and outdoor, paid social media and PoS kits available from my.ccep.com

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