Marketing

New Coke glass range celebrates bottle’s 100th Anniversary      

To coincide with the 100th Anniversary of the iconic Coca-Cola contour bottle, a new 330ml bottle - aimed at the ‘with-food’ occasion - has been introduced to the on-trade across the Coca-Cola, Diet Coke, Coke Zero, Fanta Orange, Sprite and Sprite Zero brands.

The 200ml range will remain and will serve for the mixing occasion.

And the existing Schweppes 113ml range is being replaced by a larger 125ml bottle.

“Following extensive research in late 2014, it became clear that one pack size no longer fits all,” explained Brian Maher, National Accounts Manager, Licensed Trade for Coca-Cola HBC Ireland, “There’s a huge opportunity to drive soft drink sales at lunchtime, with the current average incidence for the on-trade at just one in 10. Research shows that in the wider out-of-home segment, 50% of all soft drinks are sold at lunchtime – this segment includes workplace canteens, cafes and international quick-service restaurants.

“In addition, consumers stated a clear preference for the new larger 330ml glass bottle for ‘with-food’ occasions. We believe that an outlet now has the opportunity to triple its sales of soft drinks at lunchtime by stocking this new 300ml Coca-Cola glass bottle range and communicating an appropriate link deal with food to consumers.”

POS (that can be customised to suit food offerings and the look and feel of an outlet) supports the launch of the new pack range to highlight link deals with lunches. Visibility items to drive awareness of the new offerings are key, he said, adding that research shows that consumers need to be informed of choice and brand availability to drive sales.

Coke also celebrates the contour bottle’s central role as a design icon in the rich history and heritage of the brand by launching an integrated marketing campaign which includes new TVCs, ATL, print executions, social and PR activity.

 

 

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