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Coke’s smaller cans pay off

Coke Life TVC Aus (1)Coca-Cola South Pacific says its new smaller sized packs are now growing faster than larger alternatives.

The 250ml small cans were launched in August last year and have reportedly seen a rapid expansion in market share to 12 per cent of total single serve sales, and has the highest transaction growth rate versus all other single serve options.

Responding to consumer demand for smaller package sizes, the sales success has been important in driving up overall transaction growth for the company, with the 250ml can now available in 30 per cent of all retail outlets around Australia and 50 per cent of grocery outlets.

The 200mls multipacks are also now available in 95 per cent of grocery channels.

The success of the 250mL cans has prompted the company to introduce even smaller portion packs aimed at the consumer’s pocket, with the 450ml bottle downsizing to 390mls.

“More people are now drinking our products, in smaller quantities. It is fantastic to see that small packages are helping drive our overall transaction growth. Right now it is clear that smaller packages are offering the perfect treat size refreshment,” Lisa Winn, marketing director, Coca-Cola South Pacific, said.

Last week, Coca-Cola Amatil recorded a flat first half profit result due to weaker earnings from its core Australian business. The company made a net profit of $183.9 million for the six months to June 30, up less than one per cent from $182.3 million a year ago.

Following the results, Coca-Cola Amatil said it is now planning to launch one of its biggest ever marketing campaigns this summer. The marketing onslaught will include two brand campaigns around the company’s flagship Coca Cola drink, and premium Mt Franklin water brand, which will undergo a new bottle design. Promotion around the beverages and two new products will be underpinned by a significant investment in media.



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