Coca-Cola South Pacific has launched its small portion 250ml can into Australia after strong success with the format overseas.
Coca-Cola, Diet Coke, Coke Zero, Coke with Vanilla, Fanta, Lift and Sprite are included in the new down-sized range which will sell for around $2 each.
“The 250ml can has launched in other markets and proved successful,” said Antoinette Tyrrell, marketing manager Coca-Cola South Pacific.
“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. We see the 250ml can as a way to unlock incremental growth in the carbonated soft drinks category.”
The launch will be supported by a multimillion dollar multi-channel marketing campaign covering 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.
According to Coca-Cola South Pacific, the new can size is one of the four business commitments it made in July 2013, to help to address the issue of obesity in Australia.
Gary Dawson, chief executive, Australian Food & Grocery Council said it was a positive step to offer consumers more choice with regard to portion size.
“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.
The small portion 250ml can has arrived in Australia after strong success overseas.
