Smaller Can Designs for Pepsi in UK and Ireland

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Britvic and PepsiCo UK are launching a new range of smaller designed cans across some of their most popular soft drinks ranges.



The new 250mL cans are now available to retailers in multipacks of Pepsi, Diet Pepsi and Pepsi Max, with 7UP Free and Tango set to follow.

Britvic, which has exclusive bottling agreements with PepsiCo in the UK and Ireland, said the new cans were being made available following research which found that "many consumers, and in particular women, would like the option of a smaller can".

To drive sales of the new range, Britvic and PepsiCo UK are investing in grocery outlets with in-store POS, retailer magazine and website promotional activity.

Cash and carries will be handed pallet wraps and posters to drive awareness of the range, as well as being provided with discount coupons that can be given to their customers to redeem against the new range.

To support the launch in the convenience channel, Britvic will be taking samples of the new 250ml cans to stores, handing out coupons to retailers to redeem against the range in depot and providing POS kits including shelf talkers and wobblers.

Noel Clarke, brand controller at Britvic, said: "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.

"Our new 250ml multipack range will provide value to consumers by giving them more cans per pack and ensuring that we continue to grow the category even further."

Source: www.thedrum.co.uk

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Pepsi launches new fatter skinny cans in aftermath of controversy



Pepsi has fattened up its diet "skinny" can with a redesign that aims, perhaps, to distance itself from a controversy that bubbled up earlier this year.


New Diet Pepsi Skinny Can Article bit.ly/q0Qv7o

The new "handy can" launches across the UK this month and contains the same volume of soda as the skinny can - 250 ml or 25 cl - but in a squatter, fatter package.

In an interview with industry publication BeverageDaily.com Tuesday, Ball Packaging - which is responsible for the new can - said the redesign was developed so it can fit into a lunch box, handbag, and picnic baskets.

But it's also conspicuously fatter packaging compared to the taller, sleek, "sassier" skinny can Pepsi debuted back in February to coincide with Fashion Week in New York - a can that caused quite a buzz among indignant eating disorder groups.

Critics panned the new packaging for what they said reinforced negative body image and called it offensive.

"Our slim, attractive new can is the perfect complement to today's most stylish looks, and we're excited to throw its coming-out party during the biggest celebration of innovative design in the world," read the sales pitch.

The skinny can is the same size as Red Bull.

Meanwhile, the new handy can will be available in Pepsi Max, Diet Pepsi, and Pepsi. 7Up and Tango will also be available in the handy can format next spring. Coca-Cola also comes in mini sizes in markets around the world.

Watch Diet Pepsi Skinny Can spokeswoman Sofia Vergara talk about why she joined the campaign:

source: www.independent.co.uk

[filmkrew]

Interesting. It's amazing how much controversy there is behind the skinny can.