Coca-Cola announced the start of sales in Russia of its new product Fanta Dark Mystery.
This is the first all-black fruit-flavored soda in history. Black Fanta was the first to enter the Russian market in the countries of Central and Eastern Europe.
Fanta began to prepare for the launch of the new product in Russia in early September, changing colors on the official website and on social networks. Fanta Dark Mystery officially launched on September 17th. It is aimed at teenagers, the main audience of the brand, who loves black, as well as "everything mystical, frightening and unusual."
Fanta Dark Mystery differs from ordinary soda not only in its innovative black color, but also in lower calorie content due to the reduction in the amount of added sugar. Thus in Coca Cola note the support of Russian consumers in the pursuit of a balanced lifestyle. In 2018, the company reduced the amount of sugar added to sodas at Fanta, Sprite and Schweppes by 30-80%. At the same time, about a third of all drinks produced by the company in Russia today are produced with a reduced or zero calorie content.
The official slogan of the new Fanta product in Russia is “Drink her or she will drink you”. In support of the black soda, the company encourages teenagers to drink as much Fanta Dark Mystery as possible and download receipts, gaining access to additional content. The most active participants of the Fanta promotion are promised the opportunity to win a black backpack from Vans brand. As part of the Black Fanta campaign, special TikTok masks will be released for everyone to try on. The application will also launch a challenge for subscribers to brand ambassadors.
The campaign to promote the drink on the streets of 22 Russian cities will take place in October. In Moscow, St. Petersburg, Yekaterinburg and Kazan, tunnel zones will be opened for immersion in the world of "black Fanta". At the entrance, visitors will be given special maxi masks, and inside they will be haunted by mystical visuals and frightening content.
