Coca-Cola introduces new Sleek Can; a first for the soft drink category in Ireland
The taller, more stylish, 330ml can will be introduced to the market in February, across all Coca-Cola, Sprite and Fanta variants.
The Sleek Can launch marks the most significant change in Coca-Cola’s can offering for more than 70 years and is a first for the soft drink industry in Ireland and Northern Ireland. The island of Ireland will be among the first markets in Europe to launch the new can.
When considering new pack innovations, Coca-Cola’s market research confirmed that consumers are seeking more premium pack formats and the Sleek Can provoked an immediate positive reaction when tested. The shape was considered ‘sleek’ and ‘stylish’ and was found to be easy to carry and nice to hold.
The new Sleek Can will also contribute to Coca-Cola’s journey towards a World Without Waste, by enabling the introduction of more sustainable secondary packaging for multipack cans. Keel Clip, an innovative, minimalist paperboard packaging solution for 4, 6 and 8 pack Sleek Cans, will be introduced in April 2020. A cardboard wrap for 10 to 24 packs Sleek Cans will also be rolled out later in the year. These design changes will eliminate 620 tonnes of shrink plastic from circulation annually.
Miles Karemacher, general manager, Coca-Cola HBC Ireland and Northern Ireland said, “The launch of the Sleek Can marks a significant milestone in the evolution of our pack offering. It also furthers our journey towards a World Without Waste by enabling the transition to cardboard solutions for our multipack cans. We’re very proud to report that this move alone will eliminate 620 tonnes of shrink film plastic annually.
“We look forward to working with our retail partners to bring this campaign to life in stores across the island.”
Petre Sandru, country manager, Coca-Cola Ireland said, “Cans are one of the preferred packaging types across our portfolio, and we want to make that experience even more special with the introduction of the Sleek Can. The new taller can is stylish, sophisticated and contemporary. It received an overwhelmingly positive reaction when tested with shoppers.
“We have an exciting campaign planned for March that will ignite love for the brand by tapping into the nostalgia of Coca-Cola and its evolution throughout the ages.”
The introduction of Coca-Cola’s Sleek Cans to Ireland and Northern Ireland will be supported with a significant marketing investment, to celebrate the Evolution of Can. The advertising campaign will reinforce the message that the new Sleek Can offers the ‘same great taste of Coke’ in a ‘taller, sleeker and better looking’ package, while celebrating the transformation of the soft drink can throughout the decades.
Marketing will include out-of-home advertising, PR, social and influencer activity, to drive talk-ability and excitement around the pack changes.
 Qualitative Research (Focus Groups) in January 2017