Seeing Red

The American consumer can be a fickle and unpredictable target, a fact that the Coca Cola company has just been reminded of.

In October, Coca Cola announced that it would, for the first time ever, be changing its red can to a limited edition white can in the US and Canada for the holidays. The reason: a partnership with the World Wildlife Fund (WWF) to support habitat conservation efforts for the polar bear, an icon of Coke's holiday advertising for decades. The company pledged a $3 million donation to WWF and up to another $1 million based on text messages sent in by consumers. In all, 1.4 billion white Coke cans would be available during the four months until the end of February 2012.

Coca Cola company's global beverage distribution system services consumers 1.7 billion times a day.

A multi-million dollar corporate donation to support a major and popular environmental cause; a partnership with a respected environmental champion; an opportunity for customers to make a difference; an historic, limited edition packaging design; and pictures of two cute polar bear cubs against the Yuletide snow.

What could possibly go wrong?

Plenty. One month later, Coke has announced that it is scaling back distribution of the white can and switching to a seasonal red can design. It seems that shortly after the white cans hit shelves, some consumers complained that the new can was so similar to the Diet Coke can they were accustomed to that they purchased the regular coke by mistake. Others insisted that the drink in the white cans tasted different from the regular Coke they know and love. Coca Cola denies that they hvae changed anything other than the design on the can. Customers saw red. Now, red cans will be in the majority by Christmas.

The complaints were posted online, at websites, Twitter and some telephone calls.

The company was rattled, no doubt remembering the public relations nightmare of New Coke from the mid-eighties, and folded: the red can would be brought back for Christmas.

Executives at Coca Cola can only dream of a white Christmas this year.