Pepsi launches mini cans to appeal to women
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PepsiCo has launched a mini can variant for its Pepsi, Diet Pepsi and Pepsi Max brands in the UK as it looks to boost its appeal with women.
It is hoped the new 250ml cans will “fill a gap in the market”, following research by Britvic that found that women would like the option of a smaller can as an alternative to the current 330ml size.
The new size of can will roll out across 7UP Free and Tango by next spring. The drinks will be available in a variety of pack sizes, up to 36 cans in a box.
The range will be promoted with a sampling campaign and discount coupons.
Noel Clarke, Britvic brand controller, says: “From our research we know that consumers buy based on the number of cans inside a multipack. The more cans in a pack, the more consumption occasions there are and the more cans there are to share.”
Britvic’s research says that global sales of soft drinks cans were up 7.5% year on year to 26.4 billion cans in 2010.
Pepsi Cola, Pepsi Max and Diet Pepsi’s combined UK take home sales were up 13.2% year on year to £308m in 2010, according to the Britvic Soft Drinks Report.
Readers' comments (3)
Neil Hopkins | Tue, 30 Aug 2011 11:48 am
More marketing to women... I wonder what Ruth Mortimer has to say...
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Ruth Mortimer | Tue, 30 Aug 2011 12:06 pm
Hi Neil!!!!
I say: this all seems fair enough if Britvic discovered through research that women consumers specifically wanted smaller cans. Then the brand is just doing something its consumers want.
Since these seem to look the same pretty much as normal cans - without being plastered in pink - the chances are they will also pick up male customers with the same social interests in sharing multipacks.
So that all seems very good practice to gain more customers.
So I probably won't rant about this unless the promotional material for it comes out covered in glitter and talking about chummy girls' nights in......
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Judge_d | Tue, 30 Aug 2011 1:01 pm
I think the cans should be plastered in glittery pink and feature something about chummy girls' nights in.
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