News
New Fanta Afterlife Train campaign
01/10/2024
- New campaign to support GB’s no.1 flavoured carbonates brand[1] on the lead up to Halloween
- Follows launch of ‘Fanta Zero Afterlife’– the new zero sugar apple flavour as part of an exclusive Beetlejuice Beetlejuice movie partnership
Coca-Cola Europacific Partners (CCEP) is pleased to announce the launch of a new nationwide Beetlejuice Beetlejuice inspired Fanta Halloween campaign that features the movie’s spooky Afterlife Train.
From 1st October out-of-home, digital and cinema advertising, as well as social media, will invite consumers to scan QR codes to board the Fanta Afterlife Train on the Coca-Cola app to play an interactive game. The advert creative sees a young adult male request a Fanta from an underground train station vending machine by saying WantaFanta three times. He is then welcomed aboard the After Life train amongst a host of ghoulish beings!
Live Afterlife Train Experience – Do you WantaFanta?
For four days from 30th October 2024, Fanta will host a Beetlejuice-themed immersive Afterlife Train pop-up at Westfield Stratford City in London – with ‘train tickets’ available at the event or through the Coca-Cola App. Visitors will navigate their way through the experience, that brings to life scenes within the film, each offering; unique interactions, characters, jump scares, and photo opportunities, with puzzles that must be solved to escape the Afterlife Train. If visitors dare to board the Afterlife Train, and escape, they will be rewarded with a limited edition can of Fanta Zero Afterlife.
Fanta Afterlife Limited Edition
It follows on from the launch of limited edition ‘Fanta Zero Afterlife’ and temporary makeover of the full Fanta flavour range featuring characters from the new Beetlejuice Beetlejuice movie thanks to a global partnership between Fanta and Warner Bros. Pictures.
The campaign will help retailers tap into the growing demand for soft drinks at Halloween. In fact, during Halloween 2023, flavoured carbonates drove value growth in the wider soft drinks category – up nearly £10m[2] and contributing 12.5% of total soft drinks growth[3]. And Fanta contributed over one third of total flavoured carbonates growth during Halloween 2023[4]!
To support the campaign and Beetlejuice themed packs, convenience retailers can download digital assets and request POS (while stocks last) through My.CCEP.com.
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Halloween is one of the most important retail events in the calendar, worth £549 million in 2023, and it just keeps growing[5]. Fanta has built a strong association with this seasonal occasion, with the brand accounting for one in every four flavoured carbonates sold in the four weeks to Halloween 2023[6].
“2024 is set to be the biggest year yet with our Beetlejuice-themed limited edition, full range temporary makeover and marketing campaign delivering huge standout on shelf and talkability amongst consumer. We’d advise retailers to go big themselves with cross-category displays to drive incremental sales and in-store theatre to engage shoppers.”
[1] Nielsen Total GB incl. dis MAT Val w/e 15/06/24
[2] Nielsen Scantrack Data w/e 041123, Halloween = latest 4 weeks, Total GB
[3] Nielsen Scantrack Data w/e 041123, Halloween = latest 4 weeks, Total GB
[4] Nielsen Scantrack Data w/e 041123, Halloween = latest 4 weeks, Total GB
[5] Kantar FMCG Panel w/e 29 October 2023
[6] Nielsen Total GB, 4 weeks to 04/11/23