The release of a 250ml slimline can to the Coca-Cola family of products is a move designed to boost sales for the iconic brand.
The launch of the new 250ml can is part of a strategy to drive value and growth in the category by offering consumers more choice.
The can, which was previously only available in multi-packs, is now being offered for sale individually. It follows on from the launch earlier this ear of a slimline 250ml Mother can, designed exclusively for licensed bars, nightclubs, restaurants, and venues.
The new Coke can will be sold for a maximum of $2, and is accompanied by a new marketing campaign – Perfectly Small Can.
The multimillion dollar ‘Perfectly Small Can’ campaign will be rolled out across multiple marketing channels including TV, out of home, digital, POS, experiential, and social media.
A new global TVC highlights the slimline can and focuses on the sensory experience of drinking Coke, including the sound when you open it is opened, the cracking of ice when you poured, the fizz and the anticipation of thirst.
Mini sampling kiosks which play off the perfectly small pack size, will pop up around Australia from September 22 to October 6, giving away the new slim can.
Out of home executions will be rolled out nationally including on digital displays in key Westfield shopping centres, cross tracks, and street furniture.
A second iteration of the campaign will be launched in October for summer, with the company claiming it will be the most disruptive creative seen by Coca-Cola since Share-A-Coke.
The new 250ml can is available nationwide in immediate consumption channels, including convenience and impulse as well as supermarket chillers.
