AUSTRALIA – The Coca-Cola Company has launched a limited edition of rainbow coloured mini cans of Coca-Cola and Coke Zero for the summer in Australia.
Along with the classic Coke red, five limited edition colours will be available - blue, lime green, pink, purple and orange – in 250ml slimline cans for Coke’s Colour Your Summer campaign.
“Everyone has an individual expression of themselves, and often they express that style through colour,” explained Coca-Cola brand manager, Angeline Lee. “We are embracing that self-expression through colourful summer packaging – six unique versions of the 250ml variety.”
For Coke, the difficulty in implementing the multi-colour campaign related to the packaging production. With modern production lines being built around speed and repetition, altering colours proved a challenging task.
“The biggest challenge was to get the variation in market, so one shop didn’t get all green cans and another shop get all orange cans,” said packaging graphics manager Gary Burke. “We wanted to try and mix them up.”
The Coca-Cola production line is highly automated, and normally a pallet of Coke comes in a lot of 10,000 units. Using a two-colour printing technique, the packaging team figured out how to print two different colours on a single line. “It’s the first time we’ve ever managed to intersect two different designs down the one line,” said Burke.
However, that only left pallets with selections of two colours, where each really needed to have five. So, the packaging team returned to a longstanding tradition to ensure shop-owners received a selection of different coloured cans.
“We decided to manually re-stack a pallet,” explained Jacqui Rooney, supply chain commercialisation manager. “We had three different pallets, each with two different colours. We’d take one layer off each pallet and manually rebuild it.”
This involved managing a complex logistics system that would allow Coke to ship cans from two different manufacturing facilities in two different states to a central location, where the pallets would be randomised. As Lee explained, this detailed approach is backing a disruptive and innovative campaign. “The limited edition coloured cans are just the starting point,” she said.
The limited edition coloured cans were marketed nationwide in Australia from the beginning of November 2014.
Antoinette Tyrrell, marketing manager at Coca-Cola South Pacific, said, “The Colour Your Summer campaign is one of the most innovative and disruptive campaigns that we have ever undertaken.
“We know that people love to express their individuality and we believe that the five limited edition colours will increase the desirability of our 250ml slimline Coke and Coke Zero cans.”