packaging trend : special edition

2017 October 18

fanta receives a spooky make-over for halloween 2017

Coca-Cola European Partners (CCEP) is launching exciting new Halloween packaging for Fanta, featuring graphics designed by artist Norma Bar. The special edition packaging will run from 16 September – 11 November 2017. In addition to the spooky packaging redesign, Fanta is using Snapchat to offer digital content on-pack, releasing new filters and lenses on a daily basis that can be unlocked via snapcodes on the packaging. Every day the content rotates, with eight different exclusive content assets to collect in the run-up to Halloween.  The ever-changing content and on-pack snapcodes are designed to encourage repeat purchase.

 Halloween is now the fourth biggest retail event in Great Britain and represents a huge opportunity for retailers and brands alike.” - Simon Harrison, customer marketing director GB at Coca-Cola European Partners


image courtesy of coca-cola

>< opinion

Special edition packaging creates a buzz amongst consumers who love to seek out new experiences but by incorporating a digital campaign with exclusive content, Fanta is offering consumers a fabulous added-value experience that they’re going to love sharing!  Using the packaging as the code to unlock content is a clever way to encourage repeat purchase.

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