Certain things you don’t mess with and you usually have to find out what those things are the hard way. Is seems like Coca-Cola is one of things, in more than one way.
Everyone knows the cautionary tale of New Coke and the loyalty of Coke purists! But I don’t think Coke was aware that it ran as deep as their can. Each holiday season they release a limited addition can featuring their memorable polar bears. This year, in an attempt to raise awareness for World Wildlife Fund and the Arctic Home project, Coke decided change the icon red can to white for this year’s campaign.
People weren’t particularly pleased with the new design. After an out pouring of comments, tweets and posts from customers, Coke has decided to switch back to the classic red. Funds will continue to support the WWF and polar bear preservation efforts but not in the divisive white packaging!
Now from a purely design stand point, I am disappointed. A unique departure from the usually traditional looking holiday fare, the white cans were slick and modern looking. But as for branding, it’s a huge gaffe. Many of the complaints consumers voiced revolved around the notable likeness to Diet Coke’s usual silver can. It was confusing. Many shoppers picked up the white classic Coca-Cola assuming it was the diet option. And as much as soda companies insist on telling you that the diet taste just like the original, consumers know better and sometimes prefer the taste of diet. (I drink diet soda because I don’t like the sugary taste of regular soda, not because it’s the “healthier option”)
I hope, Coke finally understands people like them just the way that are! That and people really don’t like change!