Coca-Cola Launches Mid-Sized Bottle, Reshuffles Marketing Positionings For Other Sizes

Coca-Cola Launches Mid-Sized Bottle, Reshuffles Marketing Positionings For Other Sizes

Coca-Cola South Pacific has officially launched a 390ml bottle of its fizzy liquid, in what the brand says is to give consumers more choice on the supermarket shelves as well as helping with portion control.

B&T Magazine
Posted by B&T Magazine

The 390ml bottle was first rolled out in Queensland on a trial basis, in which Coke saw a double digit uplift in sales of the bottle.

As a result Coke is reshuffling its marketing positioning on some of its other size bottles.

The new 390ml bottle will be positioned as a ‘grab and go’ offer, with the 250ml being pushed as the ‘quick treat’.

However those with more of an ‘extra thirst’ will be encouraged to grab one of the 600ml bottles.

Dianne Everett, group marketing manager Coca-Cola Trademark, Coca-Cola South Pacific, said: “We have been delighted to see consumers embrace the new smaller packaging in our early trials. Consumer trends have continued to evolve in recent years and we have recognised this with our recent packaging changes. Our aim is to provide greater choice with our products to suit the lifestyles of today’s consumers.”