I smiled when I saw this half-can concept from Coke Singapore. A small portion concept is nothing new. If you go to a lot of restaurants in the US, you can see choices of “Small Plates” or “Half Portion” on menus. What’s so special is how they differentiate and position: half of the can, double the joy. Share your happiness.
As a global marketing manager, I wonder whether this product design can scale to other regions. I definitely think there is potential to scale to other countries in Asia-Pacific but I am not sure if this will fly in the US, where carbonated beverages are consumed in mass quantities.
Here is a fact: some of us (Asians?) feel guilty drinking carbonated beverages, but we have a craving for it. This half can concept gives us an opportunity to satisfy that craving, share it with a friend and feel a little less guilty. It’s a win-win!
In which countries or regions do you think this half-can concept might do well?
One not so widely known tip: in addition to “Tall” (12 oz drink), Starbucks also offers “Short”, (8 oz) in hot drinks only. However, they do not promote it publicly. See drink size options on Starbuck’s site.