Coca-Cola is set to launch a 375ml size bottle for Coke, Diet Coke and Coke Zero, supported by an extensive outdoor and POS campaign.
The bottles, 25ml larger than the Diet Coke Plus flavours which were released in the UK in 2007, are set to roll out across Great Britain and three other European markets this spring.
Zoe Howorth, market activation director for Coca-Cola Great Britain, said: “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 introduction of the new size in PlantBottle packaging follows research which found that there was a desire for an option between the can and 500ml bottle size.
Outdoor activity to support the launch will highlight the new pocket size packs under the ‘Open Happiness’ strapline, with 6 sheet and proximity ads set to run alongside T-side creatives on buses.