Since the start of November, Coca-Cola replaced their iconic red cans with seasonal white ones to raise awareness of and support for arctic polar bears. However, just one month into the three-month campaign, the ‘Arctic Home’ cans are being pulled from the shelves as they’ve caused confusion among consumers and driven down sales.
One main reason for the quick exit is that consumers couldn’t readily distinguish between the white promotional can and Diet Coke’s original silver can. Buyers often realised too late that they weren’t drinking Diet Coke and were frustrated by the experience.
In addition, a blind taste test indicated that consumers “felt that regular Coke tasted different in the white cans.” However, Coke officials stated that they didn’t change anything to the original recipe and only the appearance of the can.