Coca-Cola New Zealand has announced the launch of its 2014/2015 summer campaign, #COLOURYOURSUMMERNZ, by introducing a colourful new range of limited edition 300ml Coke and Coke Zero cans to the New Zealand market.
The colourful limited edition range will feature iconic Coke drink in red, purple, blue, pink and orange, in the tall and slender 300ml can. “We have introduced the limited edition range as an exciting way to brighten up the traditional Kiwi summer, as it introduces an additional touch of colour to inspire happiness,” said Heidi Somerville, Marketing Manager COCA-COLA Oceania.
“We know that colour is a great happiness cue among the next generation of consumers, and wanted to provide consumers with a conveniently priced and sized can allowing them to add a splash of colour to their summer. We see the 300ml colour can range as a way to unlock incremental growth in the carbonated soft drinks category.”
The new 300ml cans are available nationwide in immediate consumption channels, including convenience stores, petrol stations and dairies.
New initiatives to strengthen brand portfolio in 2015
In a recent ASX announcement Coca-Cola Amatil (CCA) reported that the organisation has made solid progress in developing and implementing a range of initiatives to stabilize earnings and return to growth. Having announced targeted savings of $100 million in August, the company has now finalized plans to restructure.
CCA Group Managing Director, Alison Watkins said, “The restructure will lead to the reduction up to 260 non-frontline positions, with the majority taking effect in 2015. This latest restructure, together with cost initiatives already in train, gives us a high level of confidence we will achieve our savings targets.”
Watkins reported solid progress made in the development and implementation of a range of growth initiatives to strengthen the brand portfolio. “The recent launch of the 250ml cans, supported by the #colouryoursummer campaign, is tracking above expectations in terms of ranging, transactions and most importantly, recruitment of the next generation of Coca-Cola consumers. We have a great line up of new product launches and marketing initiatives including the launch of Coke Life in the first half of 2015,” she said.
The full ASX Release can be found here: http://ccamatil.com/InvestorRelations/ASX/2014/1393927.pdf