Capri-Sun Blackcurrant Targets On-the-Go Consumers
Michael Hemsworth — March 11, 2020 — Marketing
References: cocacolaep & talkingretail
The Capri-Sun Blackcurrant juice drink is the latest product from Coca-Cola European Partners (CCEP) that seeks to satisfy increasing demand amongst consumers for premium refreshment products. The drink comes in a convenient pouch packaging with a 330ml serving size, and features a shelf-stable profile that will join the existing roster of flavors such as Cherry and Orange. The beverage will be supported by a £6 million campaign throughout 2020 with a variety of marketing activities including digital advertising, social and in-store activities.
Vice President of Commercial Development at CCEP Great Britain Simon Harrison spoke on the new product launch saying, "Capri-Sun Blackcurrant has already proven to be popular in the 200ml format – currently worth £8.8m – and there’s no doubt it will be a hit in the 330ml variant as we know our consumers grow with the brand, switching into the 330ml format. Combining the popularity of the blackcurrant flavor with growing demand for Capri-Sun 330ml, Capri-Sun Blackcurrant presents a fantastic opportunity for retailers to maximize their soft drinks sales.”
Vice President of Commercial Development at CCEP Great Britain Simon Harrison spoke on the new product launch saying, "Capri-Sun Blackcurrant has already proven to be popular in the 200ml format – currently worth £8.8m – and there’s no doubt it will be a hit in the 330ml variant as we know our consumers grow with the brand, switching into the 330ml format. Combining the popularity of the blackcurrant flavor with growing demand for Capri-Sun 330ml, Capri-Sun Blackcurrant presents a fantastic opportunity for retailers to maximize their soft drinks sales.”
Trend Themes
1. Convenient On-the-go Beverages - Opportunity for innovative packaging and shelf-stable profiles that cater to busy and active consumers.
2. Premium Refreshment Products - Opportunity to offer elevated flavors, ingredients, and branding to tap into the growing demand for high-end beverages.
3. Multi-channel Marketing Campaigns - Opportunity to engage with consumers via various digital, social, and in-store platforms to increase brand awareness and sales.
Industry Implications
1. Soft Drinks Industry - Opportunity for soft drink companies to offer diverse and sophisticated product lines that appeal to evolving consumer tastes and preferences.
2. Packaging Industry - Opportunity for packaging companies to develop functional and appealing designs that enhance the convenience and portability of beverage products.
3. Marketing and Advertising Industry - Opportunity for marketing and advertising firms to create integrated campaigns that reach consumers effectively across different channels and touchpoints.
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