Site Selector
Current Site: Ireland and Northern Ireland
Site Selector
Current Site: Ireland and Northern Ireland
Coca-Cola HBC Ireland & Northern Ireland has announced the launch of #WhatTheFanta, bringing more mystery to the soft drinks aisle in 2021.
#WhatTheFanta is the latest innovation from Fanta, a well-loved brand worth €20.6m/£19.6m and in 1.1%* growth.
#WhatTheFanta is delivering on consumer demand for zero sugar variants and flavour innovation whilst bringing some fun and personality to the soft drinks fixture. For the first time in Ireland and Northern Ireland a new, bright blue mystery Fanta variant is rolling out in 500ml and 1.75l packs between now and early May.
The liquid inside the bottle could be one of several exciting zero sugar flavours – and the pack gives nothing away. To solve the riddle, consumers are invited to scan the QR codes on-pack to unlock a series of interactive online clues and a six-part content series ‘Flavours Unsolved’, which will develop each week, to sustain interest and intrigue. The mystery flavour will finally be revealed to eager consumers in the climactic scene of episode six of the mockumentary.
Fanta point-of-sale (POS) materials will create theatre in-store and online – challenging shoppers and brand fans to get involved with the campaign and sample the variants. The campaign will launch this March in Ireland and Northern Ireland and will run as digital, OOH and on social channels.
“#WhatTheFanta is the latest Fanta campaign to spark the curiosity of consumers and encourage experimentation. Fanta is renowned for exciting and engaging consumers with fun new flavours and inspiring campaigns. The latest variant #WhatTheFanta is sure to capture their attention, tapping into their experimental and playful side while satisfying their appetite for zero sugar beverages.
Andrea Whyte Marketing Director of Coca-Cola HBC Ireland and Northern Ireland