After reading Sara’s blog, seen here: https://blogs.ubc.ca/sarashams/2011/11/15/bad-news-bears/ – I fully agree about the fact that the new can will create a brand image about Coke that is positive. I would hope that everyone loves polar bears, and thinks they’re big, fluffy and cute (anyone with a heart anyways). The new can – hopes Coke – will bring in new customers attracted to helping Coke’s good cause. However, I agree with Sara that this can is very easy to mistake for diet coke, as the first time I saw it, I made that very mistake.
I’m indifferent about whether or not it was a good idea to change the can colour to white. On one hand, the colour of the can should be a very unimportant issue comparative to the state of the polar bears. But however, as Sara mentions, the red can is a trademark and a brand identity of Coke; when consumers see a red can, they think of Coke.
The best of both worlds? The red can with the polar bears.
For more information on the partnership between the WWF and Coke: http://wwf.ca/conservation/species/polar_bears_icoke.cfm
