Coca-Cola has unveiled a limited-edition Fanta Dark Cherry variant and an on-pack gaming promotion in partnership with Xbox.

The activity marks Fanta’s first-ever global gaming campaign in the UK, in collaboration with Xbox to celebrate its 25th anniversary.

This move aims to help retailers increase sales during the upcoming spring trading period.

The marketing campaign is a strategic business move to tap into five popular gaming franchises, including Call of Duty, Halo, World of Warcraft, Diablo and Forza Horizon 6 to drive shopper engagement.

This variant will roll out into stores from mid-April for a limited time, with the Fanta Dark Cherry available in 330ml cans and 330ml x 8 multipacks.

This campaign is set to run from 15 April until 10 June, and the on-pack promotion features across limited-edition 330ml single cans and multipacks of Fanta Orange and Orange Zero.

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Rob Yeomans, VP, 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 the previous success of bringing beloved icons to life on-pack – and we’re confident these will resonate just as strongly with shoppers.”

The shoppers can enter a prize giveaway by scanning QR codes on promotional packs or in-store POS materials through the Coca-Cola app.

Coca-Cola’s prize pool includes gaming-themed rewards such as exclusive in-game content, merchandise and gaming experiences.

The campaign is set to be supported by an integrated marketing campaign which includes out-of-home advertising, social media and influencer partnerships and experiential events.