TLP: This is Not Fooling Anyone
Coca-Cola usually gets good reviews for its marketing. Set aside the "New Coke" debacle, the company has catchy jingles, clever teevee spots, good product placement, and a nearly genius and devious ability to get soda-filled vending machines in schools.
So who came up with this horrible fail?
Coca-Cola Co. plans to offer its beverages in a widening variety of package sizes in the U.S. this year as it tries to boost its pricing power while grappling with the twin challenges of higher commodity costs and price-sensitive consumers.Not to be too obvious about it, Coke, but shrinking the size of the package is rarely a win with any type of consumer. Especially if you still want the same payoff. And, really, pitching some magically enlarged version of the same package? Someone's been getting bad ideas from their spam email, I think.
The soft-drinks giant recently began pilot testing 1.25-liter bottles of its flagship Coke brand at supermarkets in some parts of the country at a price of 99 cents. At the same time, it raised prices for its conventional two-liter bottles in those markets, after previously offering them as low as 99 cents.
"We will surgically continue to seek opportunities" to increase unit prices, Muhtar Kent, Coca-Cola's chief executive, said Wednesday at an investor conference.
Coca-Cola began introducing 16-ounce bottles of its chilled beverages in the U.S. last year to complement its popular 20-ounce version, also in a bid to raise the price for the larger-sized, single-serving product while offering a lower-priced alternative for price-conscious customers.
Oh well, not that Coke doesn't have good ideas these days. Also from the WSJ's Mike Esterl, who seems to be on the bottle beat this week:
H.J. Heinz Co. will start rolling out ketchup this summer using Coca-Cola Co.'s "plant bottle'' packaging that contains less petroleum, part of a broader collaboration push between the food and beverage giants.If Coke thinks bigger containers are the answer, they should just use their plant bottles. Fuck, plants grow. All by themselves.
The partnership represents the latest attempt by consumer-products companies to introduce more environmentally friendly packaging. It also coincides with a spike in crude oil prices, which are hovering close to $100 a barrel and reached their highest levels in more than two years this week.
Heinz said Wednesday it will use Coca-Cola's technology for 120 million of its 20-ounce plastic ketchup bottles in the U.S. this year – or about a fifth of the bottles that Heinz sells globally. As much as 30% of the revamped PET plastic packaging is made from plants, reducing the amount of petroleum that is used.