Coca-Cola UK & Ireland is launching a 1.25-litre bottle in response to a UK trend towards two-person households.
The company says it is launching the bottle, designed for two people, in response to customer feedback. Previously, Coca-Cola products were only available as individual 330ml bottles and cans or two-litre family-size bottles.
The launch will be backed by a radio and outdoor advertising campaign created by McCann-Erickson, which will carry the strapline “New Share Size Coke”. The campaign breaks at the end of the month, backed by an undisclosed media spend.
At first only original Coca-Cola will be available in two-person size, but once sales have been evaluated, it is likely that the new size will be rolled out to Diet Coke and Fanta.
The suggested retail price for the bottle is &£1.09, but it is likely to be priced at 99p for the launch period. The two-litre bottle is priced at &£1.29.
Meanwhile, as part of its corporate responsibility strategy, Coca-Cola is teaming up with Encams, which runs the “Keep Britain Tidy” campaign, for a “Sweeper Zone” initiative, promoting clean streets and litter removal around football grounds. The scheme will begin at Arsenal FC and Liverpool FC this weekend.