We’ve all heard the cliché ‘less is more’. After just one year on supermarket shelves, cliché has become real with sales data revealing the new Coca-Cola 250ml packs have outgrown demand for their larger alternatives.
According to Lisa Winn, Coca-Cola South Pacific marketing director, the moderately sized 250ml packs were created in response to growing interest and demand for smaller pack sizes.
"More people are now drinking our products, in smaller quantities,” she said.
Launched in August 2014, the 250ml cans have since experienced a rapid rise to popularity amongst Coke drinkers, making up almost 12 per cent of total single serve sales down under as of August 2015.
Following the success of the 250ml can Coca-Cola has been making strides to deliver what customers are asking for, with the 450ml bottle downsizing to 390ml, and the launch of a 250ml PET bottle range in mid-2016.
“Right now it is clear that smaller packages are offering the perfect treat size refreshment," Lisa said.
Available in all Coke varieties, including vanilla, the 250ml bottles are expected to hit 45 per cent of all retail stockists and grocery stores by the year’s end.
The new 250ml PET bottles are another example of Coca-Cola’s commitment to providing Australians with a variety of size options.
With that in mind Coca-Cola aim to help consumers choose the drink size that best suits their lifestyle and enjoy their favourite product, in the right amount.
For more information and to join the conversation about Coca-Cola's smaller packages, head to www.twitter.com/COCACOLAAU
More on Journey
- Our Way Forward: How We're Keeping People at the Heart of Our Business
- Coke’s Way Forward: New Business Strategy to Focus on Choice, Convenience… and the Consumer
- Behind the Lens of Mello Yello’s Gritty New Photography
- Coca-Cola Turns to Consumers for Sweetener Innovations Through Crowdsourcing Contest
- Innovation in Japan: The Exception Becomes the Rule