Coca-Cola launches small 250mL can range
Coca-Cola South Pacific has announced the launch of a 250mL slimline can for Coca-Cola, Coke Zero, Diet Coke, Coke with Vanilla, Fanta, Lift and Sprite, priced at $2.
The 250ml can size features the iconic Coke contour visuals on Coca-Cola, Coke Zero and Diet Coke products and the range features a $2 maximum price mark on pack – a first from Coca-Cola in Australia.
“The 250mL pack size provides Australians with a perfect serve of their favourite beverage from the Coca-Cola range,” said Antoinette Tyrrell, Marketing Manager Coca-Cola South Pacific. “Priced at a maximum of $2, the 250mL can is expected to be popular with consumers,” she said.
Ms Tyrrell said the 250mL can had launched in other markets and proved successful.
“The Australian market is perfectly placed for innovation in the category, with regards to size and price and locally conducted market research tells us that the 250ml size option consumers are demanding,” Ms Tyrrell said. “We see the 250mL can as a way to unlock incremental growth in the carbonated soft drinks category,” she said.
Coca-Cola South Pacific said the launch of the new 250mL can and the maximum $2 price point was part of a strategy to drive value and growth in the category. The launch will be supported by an innovative multimillion dollar multi-channel marketing campaign which will include TV, OOH, Digital, POS and PR, from September. It will be one of the biggest marketing campaigns from the business since the launch of Coke Zero, and will be announced at a later date.
Coca-Cola South Pacific said the new can offers consumers more choice and is an addition to the existing range of pack sizes for Coca-Cola, which includes cans, PET and glass.
“It is a positive step to offer consumers more choice when it comes to portion size,” said Gary Dawson, Chief Executive, Australian Food and Grocery Council. “So it is fantastic to see an iconic brand such as Coca-Cola making smaller package sizes more widely available at price that consumers can enjoy,” he said.
The new 250mL can will be available nationwide in immediate consumption channels, including convenience and impulse as well as supermarkets chillers from August 2014.
In July 2013, Coca-Cola South Pacific made four business commitments to help to address the issue of obesity in Australia. One of these commitments was to increase the availability of smaller portion sizes. Coca-Cola South Pacific said this new 250mL can would support this commitment by offering a small pack size in immediate consumption channels.
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