Fanta brings tricks, treats to beverage aisle via Halloween-inspired mystery flavor
Fanta is getting into the spirit of the spookiest time of the year with a limited-edition mystery flavor.
The second #WhatTheFanta drop is a beverage that does not contain sugar, is designed to trip up taste buds with a look and flavor shrouded in secrecy and even temporarily turns tongues black, the company said.
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“Consumers love the fun of a guessing game, especially during Halloween when mystery and the allure of the unknown play such a key role in the festivities,” said Dane Callis, senior brand manager, Fanta North America. “Since Fanta has a longstanding association with Halloween and with delivering a wide variety of bold, irresistible flavors, we saw the opportunity to do something innovative and novel. The brand is already known for one of the holiday’s two primary colors—orange—so we thought, ‘Why not fulfill the tableau with a black-colored Fanta and Halloween-inspired packaging graphics?’”
Consumers will be able to uncover the identity of the flavor through the Clue Collector online game and social media challenges. In addition, on-pack QR codes will unlock entry into the graveyard theme of the #WhatTheFanta world, where fans can dodge mystery tombstones, zombie hands and other creatures to collect bottles and flavor clues.
In addition, Fanta also is partnering with Nava Rose, a trendsetting content creator and fashion designer with deep ties to Halloween, to create a DIY costume inspired by the #WhatTheFanta flavor and aesthetic.
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Halloween-themed #WhatTheFanta is available in the United States in 20-oz. bottles and 6-packs of 7.5-oz. mini cans.