g to help retailers grow their soft drink sales this summer by launching a new on-pack promotion with prizes to boost trial and engagement with consumers.The ‘Play #Fanta100 – 100 ways to play’ campaign aims to grow awareness of the brand with teenagers by giving them the chance to win a once-in-a-lifetime prize, such as flying a plane, feeding a lion or becoming a popstar for a day by visiting the Fanta 100 website.
The promotion will feature from now on packs of variants across 2l, 6 x 330ml, 8 x 330ml future consumption packs across Fanta Orange, Orange Zero and Fruit Twist.
The campaign will kick off on 500ml plain pack, 330ml plain pack and 59p price marked pack immediate consumption formats from mid-May across Fanta Orange, Orange Zero and Fruit Twist.
The brand will benefit from a significant multi-media marketing campaign this summer kicking off on April 7.
This includes TV, airing for five weeks on teen-focused channels such as E4 and Comedy Central, as well as online, social media and outdoor advertising.
Retailers will be supported with in-store POS materials to drive sales and further engagement will include digital, outdoor and experiential activity that will be activated throughout the summer to encourage continued engagement.
Caroline Cater, operational marketing director for Coca-Cola Enterprises, said:
“With summer approaching, Fanta is in a great position to build on its strong growth which has seen the brand’s sales grow by 11.8% in the last year.
“This promotion is designed to drive trial, while in-store POS will engage with mums, a key Fanta shopper, on the path to purchase.
“Online and social media activity will be a real focus for this campaign as the key platforms to reach our target audience.
“Retailers should stock up on promotional packs and use the POS materials ahead of the key summer trading period.”
