Coca-Cola Launches Red ‘Arctic Home’ Cans And Joins (RED)Written by Branding Magazine / Featured in: Packaged Goods, Uncategorized / 02.12.2011.
Coca-Cola has certainly done a lot this year to help save its valuable mascot, the polar bear, and its habitat with continuous campaigning. Earlier in December, a limited-edition white coke can was released in order to contribute to the polar bear conservation effort during winter season and help save the endangered animals from extinction.
The white cans weren’t so much approved of because of their lack of the Cola’s trademark color. Even though the product hasn’t changed at all, consumers weren’t happy with changes made to the iconic red packaging. So now instead of white, Coca-Cola launched the new limited-edition ‘Arctic Home’ cans in red. The Wall Street Journal wrote that “Some consumers complained that it looked confusingly similar to Diet Coke’s silver cans. Others felt that regular Coke tasted different in the white cans. Still others argued that messing with red bordered on sacrilege.”; while Coca-Cola says that “People have told us they love the limited-edition white ‘Arctic Home’ Coca-Cola cans, and we know they love our iconic red cans, especially during the holidays. So we’re introducing the next limited-edition ‘Arctic Home’ can, which will still feature the same polar bears, but with our iconic red Coca-Cola background.”
Non the less, the message of this limited-edition campaign is still about saving the polar bear and conserving its Arctic home. For this campaign Coca-Cola teamed up with WWF. On the same note, this world famous brand teamed up with (RED) yesterday to contribute to the cause of spreading awareness about AIDS and raising money for a range of programs aimed at eliminating mother-to-child transmission of HIV by 2015.
Read more about the Coca-Cola joining (RED) here.