Coca-Cola South Pacific has launched a new slimline can for a range of its beverages including Coca-Cola, Coke Zero, Diet Coke and Fanta.
The 250ml slimline can is priced at a maximum of $2, with the price printed on the can – a first for Coca-Cola in Australia.
Antoinette Tyrrell, marketing manager for Coca-Cola South Pacific, said the slimline can has been well received in other markets, and is expected to be popular in Australia too.
"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,” she said.
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, Coca-Cola said in a statement to Food magazine. The launch will be supported by a multi-million dollar multi-channel marketing campaign which will include TV, digital, Point Of Sale and PR activities from September.
Coca-Cola said it will be one of the biggest marketing campaigns from the business since the launch of Coke Zero.
Gary Dawson, chief executive, Australian Food and Grocery Council said, “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 from August 2014.