Coke set to launch 250ml cans in impulse

Coca-Cola Enterprises Ltd (CCE) is introducing a new slimline 250ml can format across Coca-Cola, Diet Coke and Coke Zero in the impulse sector.

The company has blamed pressures on disposable income for a fall in convenience shoppers buying “Immediate Consumption soft drinks” over the last three years. And the company says the smaller pack sizes is aimed at bringing these shoppers back into the category by offering greater affordability and increased choice.

Available to convenience retailers from the middle of this month, the 250ml format comes in a plain can or a 45p price marked pack. Standard 330ml retail for 65p rrp.

CCE recommends convenience store owners with space in their fixtures stock the new 250ml range alongside 330ml and 500ml Coca-Cola formats, as trials demonstrated a 26% uplift in IC Coke volume when all three formats were stocked together. Retailers should also consider secondary displays of the new 250ml to drive trial.

The launch will be supported with a targeted marketing campaign featuring a new TV commercial, outdoor and online media, as well as a new augmented reality partnership with Blippar. The Blippar activation will allow users to “blipp” the new can for a 3D interactive experience and to access music tracks via their mobile devices.

The pack, which features a new music design logo, will also be the first pack to carry the Spotify logo, as part of Coke’s global partnership with music provider Spotify.

Wes McKenna, Director, Cold Channel at CCE, comments: “One of the key platforms for unlocking the vast growth potential of the soft drinks category is the introduction of packs that respond to shopper needs. The new 250ml can reflects CCE’s on-going commitment to offering pack sizes that meet specific shoppers’ missions or consumption occasions. With the introduction across the Coca-Cola portfolio of these eye-catching new slimline cans, we aim to deliver more choice, greater affordability and alternative pack sizes to consumers that are on-the-go.”

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