Coke chooses smaller model

Coca-Cola is rolling out smaller bottle options after seeing double-digit growth during trials of the 390ml size.

The success of a trial run in Queensland of the 390ml size has led the beverage manufacturer to axe the 450ml size.

Coca-Cola South Pacific said the positive response from consumers follows the recent success of its 250ml can and 200ml multi-pack options.

The company also noted that the smaller portion size is designed to meet with its strategy to deliver the right pack for the right occasion, providing an appropriate mid-sized refreshment for consumers.

To promote the packaging, the 390ml bottle will be supported by occasion-based messaging at point of purchase, promoting 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.

There will be additional activations at point-of-sale to promote 390ml with 150,000 items being rolled out across the country in the coming weeks, including floor decals and counter cards.

Dianne Everett, group marketing manager Coca-Cola Trademark, Coca-Cola South Pacific, said: “We have been delighted to see consumers embrace the new smaller packaging in our early trials.

"Consumer trends have continued to evolve in recent years and we have 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.”

The shift towards smaller packaging comes as the brand is ramping up its advertising in order to celebrate 100 years of its iconic Coca-Cola contour bottle.

The smaller packaging has also worked for Coke in the past with its 2014 #ColourYourSummer campaign “smashing” its predicted sales forecast. The #ColourYourSummer campaign resulted in a 27 per cent sales uplift above the national forecast.