Fanta has dropped a ghoulishly all-black “mystery flavour” in time for Halloween.

The Coca-Cola brand’s new zero-sugar LTO, which it says turns tongues black, was revealed on social and is being promoted in retail nationally with a display program, asking people to “taste the unknown.”

Shoppers are invited to scan the QR code on the package to enter the “What The Fanta?” program, where they can guess the mystery flavour of the drink, play interactive games and be given the chance to win a prize. According to Jacques Blanchet, senior integrated marketing manager of The Coca-Cola Company in Canada, the brand “wanted to make this a 5D experience so we looked at engaging with [consumers] directly on packaging.”

“Retail is an important element as we look to engage with consumers at every touchpoint,” says Blanchet. “At a point-of-sale level we have a full set of in-store displays. This includes stackers with a focus on small and large stores, as well as some digital in-store too.” The brand is also running digital ads through Fanta retail partner websites.

Blanchet tells strategy this is the second time the brand has created a mystery flavour for “What The Fanta?,” which is a global platform that is used to produce LTO flavours. He says the SKU is geared toward a Gen Z audience.

This new product – dubbed a “flavour enigma wrapped in a 500 mL cryptogram” – was created just in time for spooky season and was intended to be more mysterious given its all-black colour.

Fanta also tapped California-based social media creator and designer, Nava Rose, to create a one-of-a-kind Halloween costume inspired by the mysterious Halloween edition SKU, complete with black tongues.

Fanta worked with Weber Shandwick on the public relations side, Collective IQ for the Fanta Zero Sugar microsite, and LPi Group for all point of sale materials.

The Fanta brand overhauled its visual identity and updated its orange flavour this spring. The move was meant to give the brand a more cohesive look globally.