News & Events

Friday 06 September, 2019


FANTA LAUNCHES LIMITED-EDITION HALLOWEEN VARIANT FANTA DARK ORANGE

  • Fanta Dark Orange launches in werewolf-themed packaging
  • Spooky on-pack graphics from artist Noma Bar also return for 2019

Coca-Cola European Partners (CCEP) is adding a dark twist to its Fanta portfolio this Halloween, with a limited-edition variant that delivers the great-tasting flavour of blood orange in a spooktacular black liquid.

Fanta Dark Orange, the first ever Fanta product to turn jet black, will also feature werewolf-themed packaging to stand out on the shelves and give consumers a devilishly delicious experience.

The limited-edition, Soft Drink Tax-exempt variant will be available in 500ml plain and price-marked packs from mid-September until Halloween, encouraging more purchases in the run-up to the spookiest night of the year.

Halloween is the fourth-largest retail event in GB[1] worth £419m[2]. Fanta continues to drive sales over the period, with the brand enjoying 17.2% growth during Halloween last year[3].

Halloween Themed Packs

The full Fanta range will once again receive a Halloween-themed makeover with the return of Noma Bar’s ghoulish on-pack graphics. The packs, which will be available across regular and zero variants of Fanta Orange, Lemon, Fruit Twist, Pink Grapefruit and Grape, will enable retailers to tap into the growing consumer demand for special Halloween themed packs and products when making purchasing decisions around the event[4].

Supporting Marketing Campaign

“The new flavour variant and special packs will be supported by a multi-million marketing campaign spanning digital and outdoor advertising, social media and Twisted Carnival activities.

Fanta’s Twisted Carnival is a Halloween show which invites Fanta fans to make their way through a haunted carnival tent. The show went down a treat last year, and will return again this year to terrify consumers. It will be supported across social media with related posts on Snapchat, partnerships with online media and influencers.

Simon Harrison, Vice President of Commercial Development at Coca-Cola European Partners GB, said: “Last year was Fanta’s best performing Halloween to date, delivering record sales of £15.8million over the four week Halloween period[5]. We’re confident that by tapping into the consumer demand for fun flavours with Fanta Dark Orange the plan for 2019 is even stronger, further enhancing Fanta’s association with Halloween which is becoming as synonymous as Coca-Cola’s link to Christmas.”

Fanta is worth £201m, is up by +22% in value[6] and is the number one flavoured carbonates brand in GB[7].



[1] Nielsen Homescan Survey, January 2018

[2] Nielsen Homescan Survey, January 2018

[3] Nielsen Total GB | Soft Drinks | Halloween 18 vs 17 (4 weeks)

[4] Savvy poll published at - https://www.talkingretail.com/news/industry-news/halloween-shoppers-spending-food-drink-finds-poll-26-10-2018/

[5] Nielsen GTC Total GB 4w/e 03.11.18

[6] Nielsen Total Coverage MAT w/e 23.03.19

[7] Nielsen MAT to 23/03/2019

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