Even the big guys occasionally get it wrong. Coca-Cola is pulling back on its limited-edition white cans designed for the holidays, reverting back to its traditional red background can amidst consumer confusion and criticism.
As announced on Oct. 25, 1.4 billion white cans and caps on bottles of Coke (the first time the brand ever changed from red) were planned to blanket the U.S. and Canadian markets through March, featuring the iconic Coke polar bear in a holiday promo with an environmentally-friendly related cause dubbed Arctic Home.
In addition to boosting holiday sales, the white can heralded Coca-Cola’s partnership with the World Wildlife Fund with white bottle caps, on these and other Coca-Cola brands, including a special code for texting $1 donations to the WWF in their campaign to protect the polar bear's Arctic home. Coke committed up to $1 million to match consumer donations.
"It's the most important holiday program we've ever launched," stated Katie Bayne, president of sparkling beverages at Coca-Cola North America, about the campaign whose messaging included "We're turning our cans white because turning our backs wasn't an option."
The cans hit store shelves Nov. 1 and were supposed to remain on shelves through February. "We were very careful to make sure people know it's the same Coke they've always loved," Bayne added. Now, Coca-Cola is pulling back on the limited-edition white cans due to customer confusion and complaints, with the first batch now in stores the only batch (good news for collectors, at least).
"We are not pulling our white cans from store shelves or replacing them with the red can," Coca-Cola spokesman Ben Sheidler tells brandchannel. "The limited-edition white 'Arctic Home' cans will remain on store shelves until supplies last and then we will switch out to a red Arctic Home holiday can" with the same polar bear motif.
Good intentions, a smart tie-in with Coca-Cola's brand mascot (the polar bear) and the best laid plans for a polar-white cause this Christmas were all foiled by social media, it seems. It was through the social web that Coke heard growing rumblings that all was not well.Continue reading...