Further packaging changes for Coca-Cola

Coca-Cola South Pacific says customers have embraced its new 390ml package size that is now widely available across the Coca-Cola trademark and flavours range.
Ranging of the new package has been extensively broadened and it has now replaced the 450ml package in response to changing consumer trends.
The company says the positive response from consumers follows the recent success of its 250ml can and 200ml multipack options.
The 390ml package is claimed to provide multiple benefits for both consumers and retailers, including portion control and delivering greater options on-shelf. The smaller portion size is designed to reflect Coca-Cola’s strategy of delivering the right pack for the right occasion, providing an appropriate mid-sized refreshment for consumers.
Early 390ml trials in Queensland demonstrated a strong transaction uplift, with double-digit increase in unit sales within 390ml stockists and an increase in net contribution. Retailers also achieved sales growth in 600ml packages over the trial period.
“We’ve been delighted to see consumers embrace the new smaller packaging in our early trials,” Coca-Cola South Pacific Group Marketing Manager Coca-Cola Trademark Dianne Everett said.
“Consumer trends have continued to evolve in recent years and we’ve recognised this with our recent packaging changes. Our aim is to provide greater choice with our products to suit the lifestyles of today’s consumers.”
To promote the packaging, the 390ml variant will be supported by occasion-based messaging at point of purchase, marketing it as a ‘grab-and-go’ option. To differentiate the offerings, the 250ml variant will be positioned as a ‘quick treat’ while those who have an ‘extra thirst’ will be encouraged to consider the 600ml package.
Additional activations at point of sale are scheduled to promote the 390ml package, with 150,000 promotional items being rolled out across the country in the coming weeks, including floor decals and counter cards.

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