COMMENT: Coca-Cola ahead of the curve
By Datamonitor | 4 August 2003
Coca-Cola is introducing the Coca-Cola Fridge Pack, a space-saving, self-dispensing 12-Pack, to select markets in the northeast US. The slimmer 12-pack fits on any refrigerator shelf, requires less room in the refrigerator and with its perforated, snap-off openings is supposed to make access to products easier. Following a successful rollout last year in Atlanta, Chicago, Philadelphia and the Carolinas, Coca-Cola now offers the Fridge Pack across all brands. Coca-Cola plans to replace the existing 12-pack with the reconfigured, compact package at all retailers.
Ethnographic research on how to better package cans and have them chilled for home consumption revealed that suitcase packaging was actually hindering the use of cans. People tended to put several cans in the refrigerator, storing the remainder in a cabinet. When the refrigerated cans were used, people usually chose another drink from the refrigerator instead of retrieving a can from the package or restocking.
The Fridge Pack successfully responds to busy consumer lifestyles and heightened sensitivity to convenience. It is touted to be easier to carry, store and access - it can go straight from the car to the fridge and it saves time and space by allowing consumers to store the entire pack at one time rather than storing cans one by one.
Coca-Cola research shows that consumers are responding well to the convenience of the new pack. Eight out of ten consumers say they like the Fridge Pack better than the traditional pack.
With the introduction of the Fridge Pack, Coca-Cola has once again proved itself to be a leader in packaging innovation. Nearly 20 years ago, Coca-Cola introduced the contoured plastic bottle, heralded then as the biggest breakthrough in packaging innovation. The Fridge pack is now being recognized as 'The Next Big Thing'. In a highly competitive industry serving increasingly demanding consumers, such innovation is key for success.
Sectors: Soft drinks