CCE is hoping to appeal to the tightening purse strings of consumers who have fallen out of the immediate consumption category of soft drinks with the introduction of a smaller 250ml can.

The new format is available across Coca-Cola, Diet Coke and Coke Zero and comes in plain pack or 45p PMP. The launch is being supported by a campaign including TV, outdoor and online. There will also be a reality partnership with Blippar whereby users can ‘blipp’ the new can for a 3D interactive experience to access tracks via their mobiles. Packs will also carry the Spotify logo as part of Coke’s partnership with the music provider.

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