The Brief
Coca-Cola Great Britain is launching a brand new pack size across the MyCoke trilogy, Coca-Cola, Diet Coke and Coke Zero. The pocket size 375ml plastic bottle represents the brand’s first new on-the-go pack size launch in almost 20 years. Due to be rolled out across Great Britain and three other European markets this Spring, the launch follows a significant consumer research project into how people consume their drinks while on-the-go.
This in-depth three-month research programme revealed that consumers wanted a wider choice of the cola drinks they love, at the right price and at the right time. Most importantly, there was a clear desire for another option between the much loved 330ml can and 500ml bottle, which would offer additional on-the-go refreshment at an affordable price.
Vivid Brand were employed to develop consumer and trade packaging for the launch of the 375ml bottle, as well as shopper marketing tools for convenience stores, grocers and trade to drive awareness and purchase of the new bottle size.
Strategy
The 375ml bottle is designed to be an affordable addition to the current range that fits in well with consumers’ busy lifestyles and desire for products they can consume whilst on the move.
Our key focus was on raising awareness of the new bottle size, interrupting the shopper at the busy chiller cabinet and driving volume transactions in convenience stores with packaging and in store communications that engage the key shopper target.
The Results
The 375ml bottles are due to launch across the UK in Spring 2012.
Coca-Cola, NWEN
