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Marketing Blunder - White Coca-Cola Cans On December 1, 2011, Coca-Cola temporarily replaced its traditional red cans with a white design to draw attention to the plight of polar bears in the warming arctic. While the cause may have been good, the public's reaction to the move was overwhelmingly negative. People routinely mistook regular Coca-Cola for Diet Coke which comes in a silver can. The company received complaints from devoted fans of both Coca-Cola and Diet Coke: Diabetics and others who cannot consume sugary drinks were especially miffed when they bought the wrong product. Sales suffered as people who were looking for the traditional red cans couldn't find them. One convenience store owner in New Jersey reported that several customers tried to return opened cans when they realized they had purchased regular Coke instead of Diet Coke. On January 1, 2012, Coca-Cola ended the polar bear 'awareness program' and announced a return to the red cans of its popular 125-year-old beverage. The lesson of Coca-Cola's white can debacle? "Don't mess with the brand," said one marketing expert.
Tags: Coca-Cola  marketing  white  cans 
Added: 4th January 2012
Views: 1641
Rating:
Posted By: Lava1964
Posted by: Lava1964 on 2012-01-04 
One of life's great truths: If it isn't broken, don't fix it.
Posted by: eric1957 on 2012-01-05 
TWO WORDS: New Coke!
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Posted by: Music Maiden on 2012-01-11 
If it ain't broke don't fix it. Oh yeah, polar bears are not endangered.
Posted by: Lava1964 on 2012-05-07 
True! Satellite photos in the Canadian Arctic show that the present polar bear population is double what the doom-and-gloomers have been maintaining. Ditto for the penguin population in the Antarctic.
Posted by: Blueandblack on 2020-02-03 
Yep, I do remember that time as I also a marketing specialist and I trace what has been done in such corporations like Coca-Cola. I share my knowledge on how to get in marketing on https://self-starters.com/ so read some of my articles!
Posted by: Blueandblack on 2020-02-03 
Yep, I do remember that time as I also a marketing specialist and I trace what has been done in such corporations like Coca-Cola. I share my knowledge on how to get in marketing on https://self-starters.com/ so read some of my articles!
Posted by: Blueandblack on 2020-02-03 
Yep, I do remember that time as I also a marketing specialist and I trace what has been done in such corporations like Coca-Cola. I share my knowledge on how to get in marketing on https://self-starters.com/ so read some of my articles!
Posted by: RosiePhillips on 2020-02-21 
White coca-cola cans are one of the worst things that I've seen. If you are in the search engine optimisation business, and you suggest an idea as absurd as this, your business will never work. I am so disappointed right now.
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