Coca-Cola South Pacific has launched a smaller-sized 250ml bottle as part of a broader marketing campaign to encourage consumers to decide the ‘right amount’ for them.
Coca-Cola said the new multi-million dollar campaign demonstrates the company’s ongoing commitment to providing Australians with more choice when selecting the “perfect size refreshment to suit their lifestyle and occasion”.
It's part of a strategy by the soft drink brand to roll out more smaller pack offerings in response to consumer demand.
These smaller packs have proved popular, Coca-Cola South Pacific said, with sales of single serve small packs (those under 300ml) growing by 88 per cent between 2013 and 2015.
These smaller packs can now be found in in 89 per cent of grocery stores, and 69 per cent in convenience stores and petrol stations.
To support the launch, the Coke brand has rolled out an Australian-first TVC that focuses on the message that Coca-Cola products, like all things in life, are best enjoyed in the 'right amount for you'.
As part of the campaign, a TVC will run nationwide for three weeks through October.
Lisa Winn, Marketing Director, Coca-Cola South Pacific said: "At Coca-Cola, we have a legacy of offering choice and innovation to customers.The launch of our 'In the Right Amount' campaign showcases our commitment to making sure smaller packs are available when consumers want to purchase them. The campaign has a powerful but sensible message that we hope will resonate with our customers."
"Our smaller packs have proved extremely popular in the past two years and we expect that popularity will increase further with the launch of our new 250ml bottles," she said.
Coca-Cola’s new 250ml PET mini bottles are available nationwide now and will be available in 45 per cent of corner shops and convenience stores by the end of 2016.
