Coca-Cola South Pacific has officially announced the launch of the #COLOURYOURSUMMER campaign (see C&I WEEK Issue 95).
According to the Press Release, the launch of #COLOURYOURSUMMER follows the successful launch of the perfectly small 250ml can. To celebrate the campaign, the brand will transition these small cans into a limited edition range of vibrant cans full of colour across Coke and Coke Zero.
The #COLOURYOURSUMMER campaign will reinforce the offer to consumers that the perfectly small can size is priced at a maximum of $2*, and the limited edition range of coloured cans will feature iconic Coke drink in red, green, purple, blue, pink and orange.
“The limited edition range of 250ml coloured cans is the perfect way for Australians to transform their summer introducing an additional touch of colour to inspire happiness. Priced at a maximum of $2, the range is set to continue the success seen by the newly introduced 250ml product range,” said Antoinette Tyrrell, Marketing Manager Coca-Cola South Pacific.
“We know that colour is a great happiness cue amongst the next generation of consumers with the #COLOURYOURSUMMER campaign providing consumers with a conveniently priced and sized can allowing them to add a splash of colour to their summer. We see the 250ml colour can range as a way to unlock incremental growth in the carbonated soft drinks category.”
The new 250ml cans are available nationwide in immediate consumption channels, including convenience and impulse as well as supermarkets chillers from November 2014.
* Any references to maximum retail prices on packaging or promotional material are references to maximum retail prices below which the customer is always free to sell. Further, any case deals or allowances are offered on the understanding that they will be passed on by