Coca-Cola is plotting a multi-million dollar marketing and advertising push for the launch of its little cans – the biggest push since the $10 million campaign to launch Coke Zero.
The 250ml cans are part of the drinks company’s efforts to address the obesity problem by providing smaller pack sizes to help people reduce their sugar and calorie intake but still enjoy its products.
The drinks are launching into shops this week and a number of marketing activations are planned in the coming months.
Coke also hopes the smaller size will help drive incremental sales and drive growth in the market, said Antoinette Tyrrell, marketing manager of Coca-Cola South Pacific.
Sprite, Fanta, Lift, Coca Cola, Diet Coke, Coke Zero and Coke Vanilla will all be available in the smaller can size that will cost under $2 – the first time it had guaranteed a sub-$2 price.
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