Fanta launches Dark Cherry NPD and on-pack Xbox promotion featuring iconic gaming characters

• Number one flavoured carbonate brand[1] adds new limited-edition apple cherry flavour variant called ‘Fanta Dark Cherry’
• Supported by a multi-million-pound ‘Wanta Fanta’ campaign, including limited-edition packs featuring gaming icons from Call of Duty, Halo, World of Warcraft, and Diablo
• On-pack promotion will unlock thousands of Xbox-themed prizes and exclusive in-game rewards as the campaign celebrates Xbox’s 25th Anniversary

Coca-Cola has announced the latest instalment of its Wanta Fanta campaign, including a brand-new limited-edition Fanta Dark Cherry variant, limited-edition packs across the rest of the range and on-pack gaming promotion in partnership with Xbox.

The activity brings Fanta’s first-ever global gaming campaign to the UK, partnering with Xbox to celebrate its 25th Anniversary and is designed to help retailers drive sales during the crucial spring trading period.

Fanta is the number one flavoured carbonate brand in GB retail[2], accounting for almost one in every five flavoured carbonates sold in GB[3] and is valued at almost three times more than its nearest competitor[4].

The campaign’s strategic partnership with Xbox leverages five popular gaming franchises including Call of Duty, Halo, World of Warcraft, Diablo and Forza Horizon 6 – and a catalogue of iconic gaming characters to drive shopper engagement.

Limited-edition Fanta Dark Cherry

Rolling into stores from mid-April for a limited time, Fanta Dark Cherry is available in 330ml cans and 330ml x 8 multipacks.

The new limited-edition variant combines apple and cherry flavours and features Inarius, a character from the Diablo universe on-pack, designed to appeal to both collectors and gaming fans.

Five franchises, thousands of prizes

Gaming is the second biggest passion point for Fanta drinkers[5]. The six-week campaign targets Gen Z and millennial shoppers through five major Xbox gaming franchises: Call of Duty, Halo, World of Warcraft, Forza Horizon 6 and Diablo.

Live from 15th April until 10th June, the on-pack promotion features across limited-edition 330ml single cans and multipacks of Fanta Orange and Orange Zero (Simon “Ghost” Riley from Call of Duty), Fruit Twist and Fruit Twist Zero (Master Chief from Halo), Lemon (Xal’atath from World of Warcraft) and Fanta Dark Cherry (Inarius from Diablo), as well as a variety pack containing all four flavours.

Gaming fans can enter by scanning unique QR codes on promotional packs or in-store POS materials via the Coca-Cola app. The prize pool includes thousands of gaming-themed rewards including exclusive in-game content, unique merchandise and gaming experiences.

Disruptive spring campaign

The campaign will be supported by an integrated marketing campaign, including out of home advertising, paid social media, influencer partnerships and experiential events.

Free POS materials are available from My.CCEP.com to help retailers create in-store theatre and get shoppers in on the action (while stocks last).

Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Gaming isn’t just entertainment, it’s a cultural force with massive reach across our core audiences. This partnership with Xbox, combined with the launch of limited-edition Fanta Dark Cherry, allows us to build on previous success of bringing beloved icons to life on-pack – and we’re confident these will resonate just as strongly with shoppers.

“All this activity gives shoppers a compelling reason to choose Fanta during this crucial trading period. We’re encouraging retailers to get behind Fanta’s latest campaign, find creative ways to execute in store and take full advantage of the sales opportunity.”