05 Dec '11, 10am

How White Polar Bear Cans Upset Coca Cola's Cause Marketing Campaign:

How White Polar Bear Cans Upset Coca Cola's Cause Marketing Campaign:

Tweet Oh, if only polar bears weren’t white. I guess that was one of the thoughts that went through the minds of Coca Cola executives, while putting the kibosh on the company’s special holiday white cans due to customer uproar. These cans were part of a joint campaign Coca Cola initiated with WWF aiming “to raise awareness and funds to help create a safe haven for the polar bear – an Arctic refuge.” There was only one problem – these white cans were too similar to the silver diet coke cans and it got too many consumers confused and angry. Many of them tweeted or emailed their complaints to the company. The result – the white cans are history and the red cans are back in. This is another story of good intentions gone wrong, and there are some valuable lessons to be learned. Some are commonsense – such as not to mess with the brand - but some are green marketing-related, rem...

Full article: http://www.triplepundit.com/2011/12/coca-cola-failed-whit...

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