A mini change considered grand according to Coca Cola
Since the middle of the last century soft drinks have become an essential element in many consumption patterns. For years it seemed an established fact that the market and the demand would constantly keep growing and that this would never end. Coca Cola has grown into one of the largest and best known brands and has been one of the largest players since the fifties as a result of which the brand could well be called a market leader.
For decades there seemed to be no end to this success story. Cans and bottles became bigger and bigger, the customer was insatiable. Since the beginning of the 21st century, a slow change started happening. The demand is slowly decreasing, but still extremely high. In the US, for example, the average number of litres of soft drinks consumed per person in 2008 was 188 litres. Now, several years later, this average has decreased to approximately 154 litres per person, a significant difference.
Coca Cola thinks it has found something that responds to this change in demand: producing smaller cans that contain ‘only’ 90 calories. The traditional cans of 340 gram (12 oz) now have a version of 212 gram (7.5 oz) and no longer contain 140 but 90 calories. To the consumer it might seem a small change, but Coca Cola itself considers this a strategic change which will invigorate the soft drinks industry with innovation and potential change. Would Coca Cola again be the one who will experience a success story because it knows exactly how to play a changing market in the right way?
It would not be the first time that Coca Cola, in the field of marketing, makes a smart innovative move and thereby sets an example for other manufacturers.