Coca-Cola and Pepsi are considering the creation of different pack sizes for their iconic drinks brands to revitalise sales following several years of slow growth. Both companies are trialing formats across their carbonate brands, which include Coke Zero and Pepsi Max.

'We're testing a variety of ways to ensure that we have the right brands in the right package,' said a spokeswoman from Coca-Cola GB.

Pepsi, meanwhile, is trialling different-sized bottles for Pepsi and Diet Pepsi 'aimed at providing consumers with another option'.

Paul Brennan, design director at branding agency Fitch, believes there are many advantages to introducing additional pack formats.

'Disrupting a consumer's viewpoint with new designs can make them reconsider a product,' he said. 'It can also encourage new consumer habits, as one-a-day yoghurt shots have done."

However, Brennan also warned: 'Tonnes of choice can be confusing and consumers may reject the brand.'

Sales of cola increased by 2% to Pounds 1.25bn last year, according to the Britvic Soft Drinks Category Report 2008. Coca- Cola grew 2% to Pounds 960m, while Pepsi rose 4% to Pounds 83m.

Sales of non-fruit carbonate rose 3% to Pounds 146m; sales of fruit carbonates fell 2% to Pounds 438m.

This year, Coca-Cola redesigned its global packaging in a bid to modernise the brand.

Copyright Haymarket Business Publications Ltd. May 14, 2008