New "New Coke" Crisis?

It all started with Coca-Cola's great idea: This holiday season we should make the cans WHITE to represent our beloved polar bears, which have been the staple of our holiday advertising campaigns for so many years. Unfortunately, Coca-Cola discovered their "great idea" wasn't so fabulous after all... and we all know this was not the company's first experience with failed product (or packaging) launches. 


For the first time in 125 years, the company ditched its classic red can used to signify "Original Coke". The campaign, which launched in October and was supposed to run through March, pledged to raise up to $3 million for the World Wildlife Fund. Clearly, Coca-Cola's "great idea" had deeper significance with meaningful aspirations. The campaign's philanthropic goal to protect endangered polar bears is extremely admirable, but the "disruptive campaign" aimed to grab consumers' attention actually ended up attracting a different sort of recognition.


According to ABC News, consumers complained that Coke's white can was easily confused with the Diet Coke's silver can. Understandable! An honest mistake! Usually the bright red can of Coke is easily distinguished from its low-calorie counterpart. Who cares about a few extra seconds taken to read the label? Consumers! While an accidental purchase of Coke instead of Diet Coke (or vice versa) may be an issue of preference for some, it can be a health risk for others (ex. diabetics) due to the difference in sugar content. 

Photo from The Coca-Cola Company

Additionally, some consumers expressed their discontent on websites like Twitter and YouTube. Various unsatisfied customers claimed the actual soda had a different taste in the white can. DUBIOUS. Either way, no matter the color preference, confusion, or taste issues, Coca-Cola finally realized they made another mistake and had underestimated the importance consumers place on a classic (red) can of Coca-Cola.


As I mentioned before, this is not a new lesson for Coca-Cola. In 1985, the company swapped its classic Coke formula for what they believed would be a more popular, and sweeter,  "New Coke". Their faulty market research resulted in a crisis, filled with boycotts, complaints, and violence (well... not violence, but you get the gist). Coca-Cola's original recipe and its classic red branding create an American symbol that consumers identify with. The same thing goes for Coke's red can! It's evident that consumers are comfortable with what they know (Remember Gap's new logo? It's OK if you don't, it didn't last long). 


A company that relies on brand loyalty should gauge the potential negative effects of making changes (even if it's just the packaging). Its image (physical and perceived) is extremely important to the success of the company, its shareholders, and the overall happiness of its consumers. ABC News makes a good point: "Would the Golden Arches sell as many burgers if they were blue?"


I personally don't drink regular coke (Diet Coke fanatic!), so maybe I don't fully understand, but I thought the white cans were pretty creative (and awesome). They definitely caught my eye. So, Coca-Cola, your marketing tactics were successful for some consumers... just not the ones that would have made your campaign successful.


POGS,
AKtually Ashley