Branding Archives - Public Relations, Advertising & Social Media

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!

With Halloween this weekend and my childish affection for it, I’ve become obsessed with finding a unique and creative costume. I have never been into buying a store bought costume, especially since choices for women generally range from tacky to distasteful. But this year I am at a loss for ideas and I blame it entirely on American Apparel not holding their annual online costume competition. For the last few years they had customers submit their costumes and share what pieces they used from American Apparel collection. Normally, I sift through the submissions and leech off the creativity of others for my costume! (They do have costumes ideas on their website, but they aren’t user submitted and they aren’t nearly as interesting.)

Now, my feelings toward America Apparel are conflicted. I mean, their products are made in the USA, they are environmentally conscious and they offer 30 different color options for V-neck shirts, which is all good in my opinion. But their ads are borderline obscene and their sizing is more appropriate for children than their adult customers.

Despite all of this, the one thing I was never conflicted towards American Apparel was Halloween. With all the color options in basic individual pieces, it is ideal for building your own costume. And as an advertising tool, I think it’s pretty amazing. With all social media has to offer a company, it doesn’t have the same impact if fans aren’t willing to engage. Just by using their website, they were able to engage and interact with minimal effort or a formal social media outlet.

While it’s completely an assumption, I feel they opted out of the contest this year after their disastrous plus-size model contest. If I am correct, then it’s sad. By trying so hard to be provocative, they are missing opportunities to change their image and connect with customers. Making the brand more about the creative people, like those who post their Halloween creations, I think it could do wonders for their public image. But who knows, maybe I’m just bitter I don’t have a cool idea for a Halloween costume!