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· Posted on
February 21, 2024

It's survival of the (supermarket) fittest, and Coke wants to be the last fizzy drink standing

Coca-Cola is probably most famous for its delicious, fizzy goodness known as Coke.

What's the key learning?

  • Coca-Cola has launched magenta cans and bottles in the US for its Cherry Coke flavour
  • The idea is, a new look will help Coke stand out on the shelf
  • By switching up its packaging, Coke is hoping to engage shoppers at their most important touchpoint (the supermarket) and boost sales. 

Background: Coca-Cola is probably most famous for its delicious, fizzy goodness known as Coke. Ya know, crimson red can...couple burps...bit of a sugar rush.

What happened: While things have been going well at Coke HQ...they reckon Coke needs a fresh, new look.

What else: In the US, Coke is launching magenta cans and bottles for its Cherry Coke flavour. And, a cream-coloured can for Vanilla Coke. The idea is, a new look will help Coke stand out on the shelf. If successful, it might hit Aussie shores soon.

So what's the key learning? 

💡For fast-moving consumer goods like Coke, looks matter. And a good shelf presence can be all the difference.

💡A good shelf presence comes down to three factors:

  1. Packaging (aka the colours and material used to cover the product)
  2. Product innovation (aka the different flavours or types of products you have)
  3. Placement (ya know, eye level is buy level, baby).

💡By switching up its packaging, Coke is hoping to engage shoppers at their most important touchpoint (the supermarket) and boost sales. 

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