Coca-Cola Orange will be on shelves from July in 330ml cans and 500ml and 2 litre bottles. The activity will comprise product sampling, bespoke packaging, point of sale and outdoor advertising which will form part of the ‘Coke Side of Summer' campaign designed to drive growth through music and football.
The launch of the orange drink follows a number of citrus variants. Last year it launched Coca-Cola with lime and it has also produced a lemon variant. According to CCE, the lime drink delivered incremental growth as more than 40% of its launch volume was generated by new buyers and increased purchasing.
CCE is also relaunching Capri-Sun and will update the brand's packaging later this year to include guideline daily amounts on the front of the packs. The product will be reformulated so it contains no artificial ingredients, less sugar and more juice.
The move will be supported by a £1m advertising campaign covering ‘mums' press and in-store activity and media.