![]() That's a lot of enthusiasm for a small aluminum can. The new mini-bottles and cans are "the way that we are reinventing" the soda business, he said. But "maybe the most important element in terms of our sparkling portfolio has been the significant and strategic re-architecture of our packaging mix," said Sandy Douglas, the President of Coca-Cola North America, at a conference this week. Yet to Coca-Cola, each fewer ounce is a carefully calculated step into The Future.Īs sales have declined, Coca-Cola - also owner of brands like Sprite and Fanta - has increased its marketing budget and launched sodas with fewer calories and new sweeteners. Shaving 4.5 ounces off the traditional 12-ounce can may seem like no biggie, strategically or physically. ![]() You might look at Coca-Cola's 7.5-ounce mini-can and shrug it off merely as a slightly smaller Coca-Cola.
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