Article taken from: USA today:http://www.usatoday.com/money/industries/food/story/2011-10-24/white-coke-cans-holidays/50896962

Coca Cola is turning its cans white to support the life of the polar bears through World Wildlife Funds. The article raises its concerns that their customers might get confused with the sudden change to white since Coca Cola has always been identified by its red cans and red caps on bottles.

However I feel that this is not an issue to be worried over. Moreover I feel that this will actually help them gain more customers by implanting the white cans and cap. This is because, though Coca Cola has many loyal customers, it is also losing a lot customers because of the health concerns around the product. By implementing this strategy, those customers might be more inclined to purchase Coca Colla because they will feel they are helping the wild life by doing so.

Additionally, it will give Coca Cola a new edge. The red cans and bottles have been around for a long time and perhaps a change for a while will give Coca Cola the attention it needs to attract new consumers.