Consumer Goods

Success: Coca-Cola Mini-Can

  • CAN376338
  • 20 Pages
  • August 2014
  • Consumer Goods
Summary
Portion control packaging represents one of five "innovation platforms" that can be used to enhance the permissibility of CSDs to combat declining category sales. The sleek-looking Coca-Cola Mini-Can is being sold in various markets globally. Its success to date suggests a big future for smaller CSD packaging formats.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Coca-Cola's Mini-Can considered a compelling case study?

- What consumer insights underpin the format's success?

- What does the future hold for the category, the brand, and the packaging format?

Key Highlights
The Mini-Can is an "uncompromised indulgence" by providing buyers a smaller serving (with fewer calories) of their favorite regular soda. It reduces waste and commands higher margins than conventional Coke packs.

Smaller-sized packs better enable consumers to manage their calorie intake. After all, the key to controlling weight - which is the leading weight management preoccupation in all countries where the Mini-Can has had success - is a combination of physical activity and balancing/limiting calorie intake.
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