UK Coke delivers first new brand launch in 20 years.
March 27, 2012
by Canadian Packaging Staff
Coca‑Cola Great Britain is launching a brand new pack size for its MyCoke brands 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 (point-of-sale) 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 program says 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 motto with impactful six 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 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 (Polyethylene Terephthalate) plastic bottles in September 2011. The packaging is made from up to 22.5 per cent plant-based materials and up to 25 per cent 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.
For more information, visit www.coca-cola.co.uk.