Coca-Cola is gearing up to take on Britvic's Tango in the UK flavoured carbonates market by extending its Fanta brand into a Lemon variety, with the possibility of further flavours to follow.
The UK launch of Fanta Lemon is planned for early next summer. Globally, lemon is Fanta's second best-selling flavour, and is widely available across Europe, including in France, Italy and Spain. It launched in the Netherlands and Belgium in March.
Soul, the agency that last week won the creative task for the Fanta brand in the UK, is likely to be briefed to work on the launch of Fanta Lemon.
Soul said it was unaware that Fanta Lemon was being launched in the UK, and Coca-Cola GB refused to comment on the launch. But last week Coke said that Fanta is to be made a priority brand next year, with a spend of pounds 5.5m, up from pounds 4.5m.
The new flavour will strengthen Coca-Cola's position in its battle with Britvic, which distributes Pepsi in the UK, as well as owning Tango. While Tango is the bigger brand in terms of value, Fanta is growing faster.
According to AC Nielsen/ Checkout's list of the top 25 soft drinks by value for 2000, Tango is worth pounds 88m, which represents a decline of 5.5% on last year, while Fanta, worth pounds 57m, has increased in value by 22.3%.
The Tango portfolio includes orange, lemon, apple, blackcurrant, tropical and cherry flavours.
Its success has in part been fuelled by its HHCL-created surreal ad campaigns.
Last month, it launched a pounds 5m campaign featuring the 'Tango Inside', a stomach-dwelling creature that wakes up and offers unintentionally bad advice when fed Tango.
Coke's appointment of Soul to create Fanta's first UK-specific advertising is part of an effort to better tailor its advertising to local markets.
This week Coke appointed Interpublic to create a global strategy that could be adapted by agencies in local markets.
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