Coca-Cola Christmas Cans Cause Consumer Confusion
Published on Dec 7 2011 6:49 PM in Drinks
Coca-Cola has withdrawn its Christmas-themed Coke cans from sale in the US following negative feedback from shoppers. As the design of the cans led to consumers confusing them with its other brands, the drinks giant now plans to reintroduce its traditional red cans for the busy pre-Christmas trading period.
The design contained a polar bear theme; the cans were to be sold across the US until February of next year. However, following much criticism from consumers, Coca-Cola has begun shipping the old-style cans to stores across the US. Coca-Cola had planned to use the new cans to promote its ‘Arctic Home’ campaign; this supports the WWF’s polar bear conservation efforts. While the new packaging was “well-received and generated a lot of interest and excitement”, customers complained that they kept mistaking it for the regular silver Diet Coke cans, said a spokesperson for the company.
The company has placed a fact sheet on the Coca-Cola website to highlight the differences between the white cans and Diet Coke cans i.e. calorie information on the front of the standard Coca-Cola cans and snowflakes on the silver Diet Coke cans. (7 Dec)
© 2011 - ESM: European Supermarket Magazine