Smaller Pack Size the Golden Ticket for CCA

It was Coca-Cola Amatil’s (CCA) Group Managing Director, Alison Watkins, who said the smaller pack size could be the solution to reviving the Coca-Cola trademark in Australia, after the company reported declines in total earnings last year.

Now, after successful trials of the 390ml bottle, and the 250ml can and 200ml multipack roll out proving popular with retailers and consumers, Coca-Cola South Pacific has decided to replace all 450ml pack sizes nationally with the smaller bottle size.

“The 390ml package provides multiple benefits to both consumers and retailers, including portion control and delivering greater options on shelf”, the company said.

“The smaller portion size is designed to meet with Coca-Cola’s strategy to deliver the right pack for the right occasion, providing an appropriate mid-sized refreshment for consumers.”

In Queensland stockists, the early trials of the 390ml bottles are said to have delivered double-digit growth in unit sales, being promoted as a “grab and go” option for retail.

Dianne Everett, Group Marketing Manager Coca-Cola Trademark, Coca-Cola South Pacific said: “We have been delighted to see consumers embrace the new smaller packaging in our early trials. Consumer trends have continued to evolve in recent years and we have recognised this with our recent packaging changes. Our aim is to provide greater choice with our products to suit the lifestyles of today’s consumers.”

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