Good post from my friend and Kellogg ‘13 classmate. The Coke white can/polar bear campaign was a hot topic in my marketing class yesterday. We had an interesting debate on whether or not social media inflated what may have been an issue with a small group of consumers and the consequences of toying with a brand’s key message(i.e. that particular “coke” red).
Personally, I LOVED the cans and I’m sad to see them go. My coke consumption is about 50% diet and 50% regular, and I NEVER had an issue confusing the two products. Then again, I can read the big “Diet” on the packaging and yes, the regular coke tasted the same in both colored cans!
Yesterday, Coca-Cola announced it will pull its white cans off the shelf. I thought it was a nice gesture to change its signature red cans to commemorate the polar bear philanthropic initiative. However, I am NOT a Diet Coke drinker and would never normally confuse a white Coke Classic can with a silver Diet Coke can. I was also familiar with the campaign before seeing the cans, so I knew what to look out for. But die-hard Diet Coke drinkers were confused and disgruntled over the similarities.
WSJ article: http://online.wsj.com/article/SB10001424052970204012004577070521211375302.html?mod=dist_smartbrief
What do you think? Too similar? Did you get confused?
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nightowlsrevenge reblogged this from daniella-mktg and added:
Good post from my friend and Kellogg ‘13 classmate. The Coke...can/polar bear...
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daniella-mktg posted this
About me
Originally from Philadelphia, I spent six years in California working in biotechnology Research & Development. I'm currently a first-year student at Kellogg studying marketing and healthcare management. You can contact me at nightowl2014@gmail.com.
Last but not least...Go Phils!
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