I read an interesting blog of my friend Amandeep Singh, which talks about Coca-Cola changing its can color from its traditional red to white. This was done to draw attention to the recent issues regarding the survival of the polar bears. Coca-Cola has also to make various donations to the WWF in the coming years and help them in their various environmental campaigns regarding the protection of the polar bears Arctic habitat.

I totally agree with Amandeep, who calls this a “cleverly designed strategy” by Coca-Cola Ltd. in order to promote and advertise its cans more. This will also act as a product differentiation strategy as its main competitor Pepsi has not yet come with any such strategy. The customers will psychologically be more loyal to Coca-Cola and therefore buy its product, as this way they will feel that , they are also contributing (indirectly) to Coca-Cola’s quest of saving the polar bears habitat.

Therefore, I believe with the high amount of competition faced by every business it is extremely essential for businesses nowadays to be involved into such environmentally related activities like, “Go-green”, or “Save the Earth” campaigns. This not only brings huge customer loyalty but also gives the company competitive advantage over its competitors.

Reference –  https://blogs.ubc.ca/amandeep/

–  http://www.bizjournals.com/atlanta/news/2011/10/25/coke-cans-going-white-for-a-cause.html