When rebrands go wrong

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Coke to offer slimmer sips with smaller cans

Coca-Cola is to introduce new smaller cans for its Coke, Diet Coke and Coca-Cola Zero brands in an effort to head off rising concerns that sugary drinks are contributing to an obesity epidemic across the UK.


Coke’s new cans will feature the Spotify logo as part of its 2013

The company is rolling out new 250ml slimline cans later this month that contain 105 calories, compared with the 139 found in normal cans. Coke says it has been designed as part of its ongoing commitment to adjust to the demands of consumers trying to maker better decisions about their health.

The cans, which feature a new music design logo, are also the first to carry the Spotify logo in the UK, as part of its global tie-up with the streaming service. The business is also preparing music-themed activations across TV, outdoor and online to support the launch as well as serve as the latest phase of its “Year of Music” global push.

Additionally, the business is working with Blippar to allow shoppers to “Blipp” the cans in order to access music tracks from their mobile devices.

Jon Woods, general manager for Coca-Cola GB and Ireland, says activity will target on-the-go shoppers looking for convenience.

He adds: “It also forms part of our ongoing commitment to provide the people who enjoy our drinks with greater choice in terms of calories and portion size, supporting our goal of helping to promote greater awareness of energy balance in diets across the UK.”

It is not the first time the drinks business has launched slimmer mini variants of its drinks. The brand trialled smaller variants of its Coke and Diet Coke brands   throughout the noughties and in 2011 it introduced what it described at the time as a “pocket sized” Coke bottles to UK shoppers.

The launch comes just months after the company, along with some of its biggest rivals, vowed to step up efforts to promote the good work done it does in areas such as nutrition though marketing and PR. The sector has been shoved under particular spotlight in the past few months with policy makers, charities and doctors suggesting it should be punished for producing calorific products, which they say - along with junk foods - are fuelling the country’s obesity problem.

In May, the soft drinks giant pledged to stop advertising to under 12s as part of its global efforts to tackle obesity. The company said it would “market responsibility” while also including calorie information and other nutritional information on all its products.

Readers' comments (4)

  • What a load of rubbish - Diet Coke and Zero have 1 or 2 calories, if this was a real effort to cut calories then the full fat coke would be the only can on offer in this new size. A wold in Sheep's clothing - this is just another example of manufacturers cutting product size to increase profits and reduce costs. There has been an industry wide shrinkage of products and a silent rip off for customers who continue to get less and pay more. These advertising and marketing strategies will backfire big time at some point and shred consumer confidence. Time to try coming clean and demonstrate proper value for money!!

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  • maybe just making the drinks less unhealthy would be a better move? less sugar, rather than just putting a bit less in a can seems far healthier to me

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  • Paul how can you comment on value if you do not know the resale price? How long do you expect the minor reduction in production materials per unit to breakeven given the total cost of bringing new SKUs to market and reducing scale elsewhere?

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  • As for "stop advertising to under-12s" -- Coke had no problem handing out cans of the full-fat stuff to kids in Clissold Park last weekend, without permission from the council. Park worker told them to stop but they kept dishing out the stuff. Highly irresponsible marketing. Desperate times?

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