Coca-Cola Canada has released new, summer-ready, colour-changing cans.
Launched about two weeks ago, the cans with thermosensitive ink indicate when it’s cold enough to drink.
Denis Ferlatte, marketing manager for the brand in Quebec, explains the idea behind this container – a first for Coca-Cola in Canada.
“The summer season is very important for both the soft drink and beer industries. We need to stand out and innovate to grab consumers’ attention and interest. Moreover, summer, with its warm and sunny weather, is the time to focus on the refreshing aspect of our product. So we came up with this new can.”
When asked about other beverages in other categories using similar technology, Ferlatte said “Yes, Coors Light also uses thermosensitive ink, but we are neither in the same category or targeting the same clientele, so we’re not worried about the comparison.”
Only Coke’s 355 ml cans offer the feature where their icon – a white classic Coke bottle – turns red when the liquid reaches 8 degrees Celsius. The cans also have new packaging featuring six summer-centric designs. The cans are only available until Labour Day.
A television campaign presents the new summer-ready cans. Developed by Publicis Montréal, it features a commercial that opens with a bottle glistening with beads of moisture. An off-screen voice delivers a weather report, forecasting high temperatures. The “announcer” then presents the new can.
“The media strategy is to opt for an increased presence before weekends,” said Ferlatte. “Since Mother Nature was not particularly favourable for Saint-Jean-Baptiste Day, [we hope] that the weekend of July 1 will be sunnier.”
Online advertising and a radio spot, both featuring the Quebec slogan “Ouvre-toi du bonheur” (adapted from “Open Happiness”), round out the campaign.
