Soft drinks company Fanta is launching its biggest on-pack promotion this week in a tie-up with online company lastminute.com.
The team up will see a promotional competition carried on more than 100 million packs across all Fanta variants and will be supported by television advertising.
The text promotion, created by BD Network, features a daily prize draw running for 80 days, in which consumers of the drink can win one of three holidays for themselves and three friends to beach destinations such, as Majorca and Malta.
Eight-letter codes have been printed on ring can pulls and the reverse of bottle labels. Consumers enter the draw either by texting the codes in or entering them on the fanta.co.uk website.
The current TV advertising campaign, devised by Soul, will include an extra ten-second segment from the second week of July featuring the lastminute.com tie-up. The first prize draw takes place on July 1.
Coca-Cola Great Britain changed its advertising strategy for Fanta in April in line with its pledge not to market to children under 12. The animated “Tongue Man” characters devised by Soul were ditched in favour of ads depicting how Fanta can help people bounce back from misfortune.
The two ads in the current campaign feature a man dumped by his girlfriend while on a cruise and a bride-to-be jilted at the alter. The strapline is: “Everything’s fantastic with Fanta.”