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Coca-Cola Amatil is to use smaller pack sizes across all soft drinks categories after success for the 25cl trademark Coke cans.

CCAs Colour Your Summer campaign uses 25cl neon Coke cans

CCA's Colour Your Summer campaign uses 25cl neon Coke cans

Saying the reduced sizes will soon become common, CCA Australian beverage head Barry O'Connell revealed that the company is already testing other products in the format and will roll them out over the next 12 months. The move follows the launch of the 25cl Coke cans in Australia which O'Connell said have increased year-on-year transactions in the Coke portfolio by 1.2%, or AUD15m (US$11m).

"Smaller portion sizes will become a common theme over both sparkling and still," O'Connell said. "In the short term it is a challenge as it is dilutive. But in the long term as we build transactions, bring consumers in and they trade up to other pack sizes it will be a positive."

O'Connell admitted that the company had been reluctant to introduce the smaller pack sizes and said expanding to the format was "quite brave". He said over time it will help increase margins for the sparkling category, which in the past few years has declined in most mature markets, including Australia.

"The CSD category is going to continue seeing headlines but volumes is only one indicator," O'Connell said. "Revenue is key and I think you will see more revenue growth over time."

He also said smaller formats have helped boost take-home channels, where "the 1.25-litre has been a hero for us".

The Coca-Cola Co and its global bottler network have introduced 25cl cans in many of their markets, but CCA was the first to launch the 'Colour Your Summer' activation that uses 25cl neon cans. The push is aimed at attracting younger consumers into the CSD category.

CCA is often at the forefront of Coca-Cola innovation and created the Share-A-Coke campaign that was exported to other markets.

O'Connell was speaking after the release of CCA's full-year results this week in which profits and sales increased.


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