Coca-Cola readies nationwide push for mini can

The soft drink giant will begin a print and in-store campaign in April for its new impulse item.

Coca-Cola will begin rolling out a nationwide print and in-store campaign in April to promote its new 10.5 cm-tall mini can.

Aimed at mothers over age 30, the campaign will start with print ads in glossy consumer magazines such as Chatelaine to raise awareness for the new product offering and encourage Canadian women to ‘enjoy a mini moment.’ The ads will begin appearing in April followed by near-identical in-store advertising that will run through mid-December.

Agencies MacLaren McCann and B Street Media handled creative duties on the campaign and Universal McCann executed the media planning and strategy.

‘This idea is really reinforcing that we’re providing people with another option to enjoy the great taste of Coca-Cola in a new mini-size in a new mini-moment,’ Coca-Cola brand director Michael Samoszewski tells MiC.

The beverage giant’s marketers hope that ‘mini-moment’ will take the form of a snack or impulse purchase at the checkout counter.

‘It’s looked upon as an impulse item so we want to be able to drive marketing as close to the point of purchase as possible,’ he says.

The number of calories contained in each drink will be prominently featured on the front of each 222 ml can of Coca-Cola, Coke Zero, Diet Coke and Sprite. By the end of 2011, the caloric count will be included on the front of all Coca-Cola packages. The new cans are available through major retailers, such as Loblaws, Shoppers Drug Mart, Sobeys and Walmart.