COCA-COLA delivers a perfectly small 250ml can range
Multimillion dollar investment to support launch
7 AUGUST 2014 – Coca-Cola South Pacific today announces the launch of a 250ml slimline can for
COCA-COLA, COKE ZERO, DIET COKE, COKE with Vanilla, FANTA, LIFT and SPRITE offering consumers
a perfectly small can size, priced at a maximum of $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. Priced at a maximum of $2, the 250ml can is expected to be popular with
consumers,” said Antoinette Tyrrell, Marketing Manager COCA-COLA South Pacific.
“The 250mL can has 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. We see the 250ml
can as a way to unlock incremental growth in the carbonated soft drinks category.”
The launch of the new 250ml can and the maximum $2 price point is part of a strategy to drive value
and growth in the category. The launch will be supported by an innovative multimillion dollar multichannel 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.
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.
Gary Dawson, Chief Executive, Australian Food & Grocery Council says, “It is a positive step to offer
consumers more choice when it comes to portion size. 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.”
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. This new 250ml can supports this commitment by offering a small pack size in immediate
consumption channels. For more on our commitments, visit www.coca-colajourney.com.au.
* Any references to maximum retail prices on packaging or promotional material are references to maximum
retail prices below which the customer is always free to sell. Further, any case deals or allowances are offered
on the understanding that they will be passed on by the customer to the consumer and that the customer is
always free to offer additional discounts.
ENDS
For further information, campaign imagery or to request an interview, please contact Pulse
Communications:
Braiden Moffat, Pulse Communications
[email protected]
P: 02 8437 5371 | M: 0432 282 906
About The COCA-COLA Company:
The COCA-COLA Company (NYSE: KO) is the world's largest beverage company, refreshing consumers
with more than 500 sparkling and still brands. Globally, we are the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage
distribution system, consumers in more than 200 countries enjoy our beverages. With an enduring
commitment to building sustainable communities, our Company is focused on initiatives that reduce
our environmental footprint, support active, healthy living, create a safe, inclusive work
environment for our associates, and enhance the economic development of the communities where
we operate. Together with our bottling partners, we rank among the world's top 10 private
employers with more than 700,000 system associates. For more information, visit www.theCOCACOLAcompany.com, follow us on Twitter at twitter.com/CocaColaCo or visit our blog at www.COCACOLAblog.com.
The COCA-COLA Company is represented in Australia by COCA-COLA Amatil and COCA-COLA South
Pacific. For more information about our Company, please visit our website at www.COKE.com.au
In July 2013, we made four business commitments to help to address the issue of obesity in
Australia. These commitments are to increase the availability of our smaller portion sizes, offer more
low kilojoule beverage options, provide transparent nutritional information in more places and help
get people moving by supporting physical activity programs. For more on our commitments,
visit www.COCA-COLAjourney.com.au.