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 PlantBottle™ plastic bottle represents the brand’s first new on-the-go pack size launch in almost 20 years and will be supported by an extensive outdoor and POS campaign.
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.
Outdoor activity to support the launch will highlight the new pocket size packs under the ‘Open Happiness’ Coca-Cola strapline, with impactful 6 sheet and proximity ads running alongside T-side creatives on buses. In-store, bold, bright and interruptive point of sale activity will showcase the new product at storefronts and chillers to further drive purchase.
Zoe Howorth, Market Activation Director for Coca-Cola Great Britain comments: “We’re pleased to be responding to consumer demand and launching our first new on-the-go pack size in almost 20 years, building on our commitment to growing the choice of Coca-Cola products available. The new 375ml MyCoke bottles offer consumers a handy, pocket size Coca-Cola, Diet Coke or Coke Zero to satisfy their thirst at great value.”
The 375ml pocket size will be introduced initially across major retailers in PlantBottle™ packaging simultaneously across the full MyCoke trilogy – Coca-Cola, Diet Coke and Coke Zero. PlantBottle™ packaging is The Coca-Cola Company’s latest step on its journey to develop truly sustainable plastic bottles and was launched in Great Britain in all 500ml MyCoke PET plastic bottles in September 2011. The packaging is made from up to 22.5% plant-based materials and up to 25% recycled plastic. The company’s wider ambition is that all its plastic bottles will be made from a combination of plant-based materials and recycled PET plastic by 2020.
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For further information, please contact:
Stef Morley firstname.lastname@example.org / 0207 908 6439
Katherine Dempsey email@example.com / 0207 908 6402
Notes to editors:
Coca-Cola remains one of the most successful and innovative brands in the world today. On-going brand and product innovation continues to reinforce this position of leadership in the soft drinks category. In the latest 52 week period Coca-Cola trade mark has had a fantastic year with retail value sales growing by 7.5% to £614.5 million. The My Coke portfolio (which includes Coca-Cola, Diet Coke and Coca-Cola Zero) achieved sales of £1.073 billion in the last year, and growth of 6.8% in value and 3.2% in volume versus the previous year. Diet Coke sales stand at £469 million with value growth of 5.3% versus last year. Meanwhile, Coca-Cola Zero, which has been hailed as the biggest NPD launch in over 20 years, is now worth £63.3 million, and growth of 11.8% in value. (Nielsen Total Coverage 52 w.e 31.12.11) For more information about our Company in Great Britain, please visit our website at www.coca-cola.co.uk