By Enjoli Francis

Dec 1, 2011 4:34pm

Coke and Diet Coke Cans Should Be Polar Opposites, Buyers Say

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Image credit: Coke

Don’t worry, Coke fans, those classic red cans are on their way back.

The Coca-Cola Co. told ABC News today that it would be following up last month’s release of its white, holiday “Arctic Home” cans adorned with polar bears with a “limited-edition” red version. The Arctic Home campaign will run through March 2012

“We launched ‘Arctic Home’ to raise awareness and funds for the polar bear. … We committed up to $3 million to World Wildlife Fund and are encouraging others to join us in helping protect the bears and their habitat,” spokesman Rand Carpenter wrote via email. “The plan is to continue shipping the billion-plus white cans until they run out and we are nearing that now.”

Some consumers told ABC News today that although they liked the message behind the redesign, they mixed up the white can with Diet Coke.

“We were confused and did think it was diet at first,” Lucie Kamuda McHan commented on Facebook. “I understand why they are doing it, but they still could have kept them red and just painted white polar bears on them. I like the red ones better.”

“I purchased three six-packs because I thought they were diet,” Gail O’Donnell of Danvers, Mass., told ABC News via email. “I drank one and wondered why it tasted so good. I didn’t look at the can. … I am a diabetic and can only drink diet sodas. … They need to make it so it is not confused.”

Others said the beverage tasted differently in the white can, but Carpenter told ABC News the beverage’s ingredients were the same.

“Whenever we change our packaging, we nearly always hear from a handful of people that believe the taste is different,” he said. “Of course, it isn’t.”

Sam Craig, a marketing professor at New York University’s Stern School of Business, said that although he didn’t believe Coke’s brand would be tarnished or altered by backlash, the message was clear: “Don’t mess with the brand.”

“The fundamental thing is that people don’t like change,” he said.

In 2009, when PepsiCo ditched the straw-in-the-orange logo on the packaging of its Tropicana Pure Premium orange juice, customers did more than complain. Many stopped buying it.

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Image credit: Tropicana

From January, when the new packaging was launched, until February, sales of the juice dropped 20 percent, according to Advertising Age.

PepsiCo scrapped the new packaging and brought the orange back. The failed redesign cost the company a reported $35 million.

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Image credit: GAP

In October 2010, Gap sought to replace its more than 20-year-old blue square logo with a more contemporary design. Within days of the launch,  the retailer had done away with the idea after consumers  took to Facebook and Twitter to voice their outrage.

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Image credit: Mary Altaffer/AP

And earlier this year, Frito-Lay released a quieter compostable bag for its SunChips brand after a 2010 redesign was pulled from the shelves because of complaints that it was just too loud.

As for Coca-Cola, Carpenter would not comment on sales during the “Arctic Home” promotion but said the company was “excited about the positive impact this campaign is having with our consumers and customers to help protect the polar bear’s home.”

As of Tuesday, more than $137,000 had been raised for the animals.

 

 

 

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User Comments

This story on the coke is very true. I always buy a can of coke at the deli. I went to their fridge and couldn’t find it. I instead, had a sprite. I’m still a coke fan but because I was in a rush, they lost a sale.

Posted by: Aaron P | December 1, 2011, 5:06 pm 5:06 pm

The new can is no problem if you take the trouble to LOOK at what you buy or drink. I’ve gotten 2 free ones so far from people thinking they had bought a diet.

Posted by: Kathleen | December 1, 2011, 5:42 pm 5:42 pm

Really? Americans are that stupid?!! They can’t read? The human race has more to worry about than which color their cola can is!!! I feel ashamed. I think Coke should keep the white cans but the next one should be a fundraiser for education because it’s consumers are idiots!!!

Posted by: Monica | December 1, 2011, 6:50 pm 6:50 pm

If people would take the time to look at what they buy and eat and drink there wouldnt be a problem. I like the idea of coke changing their cans for the wwf. To change a classic image shows that they actually care about the campaign. Life dosnt stay the same everything changes deal with it this is only temporary. Also how does white look like silver?!!!!

Posted by: jeremy | December 1, 2011, 6:51 pm 6:51 pm

I bought an entire case of the white can Coke & can’t believe people are complaining. It tastes exactly the same. If you stop and READ (those of us who can) you would realize it’s still “The Real Thing”. Are we getting dumber instead of smarter? It sure looks like it.

Posted by: cgplenty | December 1, 2011, 6:56 pm 6:56 pm

People this was to promote funding for the polar bears when you bought this can-it is clearly not silver like the diet coke, but white. Get over yourselves about the color of the can and open your minds to the fact that Coke is trying to do something useful. Besides, have you not seen the comericials this time of the year with the polar bears drinking a coke?

Posted by: sammy | December 1, 2011, 6:56 pm 6:56 pm

I’m sorry, but can these people not read? The Diet Coke can says “Diet Coke”. The regular says “Coca-Cola.” Very very different wording here.

And are we color blind as well? White and Silver aren’t the same color. The people saying it “tastes different” simply have nothing better to do than complain.

I buy Diet Coke all the time. The similar color hasn’t caused me to buy the wrong soda.

Posted by: Holly | December 1, 2011, 7:00 pm 7:00 pm

Are people really that stupid?

Posted by: Ed Gruberman | December 1, 2011, 7:05 pm 7:05 pm

Another example of the inability to accept change :)

Posted by: Barbara | December 1, 2011, 7:28 pm 7:28 pm

I am appalled at the public about Coke’s new can for the holidays!! Appalled!!! What stupid people to complain about something like that!!!! I am a Coke fan. I LOVE Coke. It’s my favorite thing!!! I thought it was a very nice idea to have a can for the holidays with the polar bears on it and what a great idea to do it to help the polar bears!!! I am so sorry that they are going back to change the can now because of such STUPID idiots!!!! I have had Coke out of those cans BECAUSE I CAN READ and there is absolutely no difference whatsoever!!! It’s Coke, for crying out loud!!!! I wish they didn’t care what the stupid idiots thought and kept their cans the way they intended!!! Unbelievable!!!!

Posted by: Marilynn Richards | December 1, 2011, 7:29 pm 7:29 pm

The one big problem is not with the can, but the people. The people who don’t bother to read the writing on the can. Uh if you read the frickin writing you can oobviously tell which one is regular and which one is diet. The fact that people can be so stupid in simply astonishing.

Posted by: devian | December 1, 2011, 8:31 pm 8:31 pm

For those who think the new coke can is causing problems. Make sure you learn to read it first! I’ve had no problems with it. Diet Coke has “Diet” wrote on it and Coke says “Coca Cola” Plus diet is silver and reg is white. I always make sure I read the item so it should cause no problems. Unless some are too lazy to read and just buy by the color lol. I thought the new cans were cute and if I was coke i’d leave it that way, it was just temporary for the holiday season and to help support polar bears. The taste is not different either. people just like to “ASSUME” because of the color of can. For the person who said coke lost a sale because they didn’t see it and bought sprite, well sprite is a coke product so they didn’t loose a sale.

Posted by: ald-1980 | December 1, 2011, 8:34 pm 8:34 pm

Seriously??!! People can be so ridiculous! Maybe people should paying more attention to what they put in their mouths and what they buy..

Posted by: Lucy | December 1, 2011, 8:51 pm 8:51 pm

Huge Kudos to Coke Co.!! Very cool idea. I don’t drink from their cans, only plastic b/c I like to reseal and save my drinks for later. So I’ve not had any problem.

Posted by: wildblue | December 1, 2011, 8:52 pm 8:52 pm

I like the white cans and bought a 12 pack just because of the white cans, but then again I can read.

Posted by: Nick | December 1, 2011, 9:55 pm 9:55 pm

According to the Atlantic Wire the marketing executives wanted a disruptive campaign to get consumer attention they suceeded in doing they knew even before they put the white cans on the shelf that they would be pulled. I am a type 2 diabetic bought a white coke by mistake thinking it was a diet was even on the display shelf at the market in the diet coke section even fooled them driving home in a dark vehicle empty stomach diabetic and 39 grams of sugar not a good combination,drank half of it before I realized what I had done. Would be like McDonalds designing a happy meal toy that would pose a chocking hazard just for the publicity not caring about who they would harm in the process just to get the consumers attention.

Posted by: Ken Godsey | December 1, 2011, 9:55 pm 9:55 pm

When did the people of this country become such cry babies? I READ about the new cans coming
out so was not surprised, plus I can READ! Grow up people, we have far more serious problems.

Posted by: Jim Sanders | December 1, 2011, 10:09 pm 10:09 pm

These people are really idiots. White cans and red cans all taste the same. How does a white can looks the same as diet coke can ?

Posted by: Ed B | December 1, 2011, 10:21 pm 10:21 pm

Quit whining. What part of the big black DIET above coke are you not seeing. This is the problem with the consuming cattle these days. They do not read a simple can… How about this, take some personal responsibility, READ…

Posted by: Don | December 1, 2011, 11:02 pm 11:02 pm

Congratulations Coke, you just got free marketing, censorship and reviews
from your coke addicted customers compliments from ABC.

Posted by: michael | December 1, 2011, 11:05 pm 11:05 pm

Wow…….Sooooo many things wrong in this world and people are complaining of the color of a SEASONAL product….

Posted by: Lgee | December 2, 2011, 1:03 am 1:03 am

People are so stupid, these new Coca-Cola cans are not only really cool looking but they are for a great cause! & if you are dumb enough to not read the damn can that says COCA-COLA and DIET COKE then you really are a dumbass, I mean for God’s sake it SAY “DIET COKE” NOT “DIET COCA-COLA!” AHHH!!!!!!!!!! The cans were made to let people know when you buy this you are helping to save the polar bears home so they will not be extint in the next 5 years. & CONSIDERING HUMANS ARE ONE OF THE MAIN REASONS FOR THE BEARS LOSING THEIR HOMES YOU WOULD THINK YOU WOULD WANT TO HELP! But no let’s not help the Polar Bears lets complain about stupid ass cans that PEOPLE are just too stupid and too lazy to read the damn can before you pick the damn thing up. So now we have to change it back red and the polar bears get screwed in the end. Congrats to all the dumbasses who don’t know how to read! -___- oh and there is no difference in taste you are all a bunch of morons who need to focus on the important things in life not ranting about coke cans!

Posted by: Kristin | December 2, 2011, 2:00 am 2:00 am

I Understand both sides here. A Little change once In a while doesn’t hurt as long as it doesn’t confuse. I can testify to the fact that people do indeed rely on the color of a product that they’ve known. Awesome Redesigns are neat, but they confuse older people and people with memory lapses. Here’s an Idea. When You temporarily roll out holiday packaging or any other kind of packaging on a product, bring out TV ads to make people aware, but on top of this, When I was a kid, there was a thing called a promo display where you would put holiday items or promotional items in a promotional area. Not on the main shelves. so The idea would be keep the original product on the aisle it belongs on, but also put like a miniature sign next to the normal item alerting people to the special promo display. Just my thoughts on the issue. But I understand both sides of this argument.

Posted by: Rdub | December 2, 2011, 3:08 am 3:08 am

Dear Coke Company

I am very sad that you have already pulled the white cans before I could get some. I am a Coke lover and I love all your Holiday changes each year to the bottles and cans. You are very creative and cheer me up every year at Christmas time. Please give them back to the smart people who know how to read. Thanks for all you do for the World. Joanne

Posted by: jOANNE Bologna | December 2, 2011, 3:17 am 3:17 am

Oh Boy !!! They didn’t think this one out either. You would of thought they would of learned from the “New Coke” mess to think before acting. Get rid of diet coke, and put “Coke” back in it’s little green glass bottle.

Posted by: grumpybutt | December 2, 2011, 3:21 am 3:21 am

I find this to be a little off, Coke wants to protect the polar bears. So when is Coke going to use Bio-degradable cans like those clear plastic cans made from Corn and enzymes. Anyways stop contridicting yourself COKE!!!!!!!!!!!!!!.

Posted by: Michael | December 2, 2011, 3:53 am 3:53 am

I could care less about can color. People that confuse the Holiday, fund raising Coke with Diet Coke, because of can color are bone heads. I always buy the holiday promotional products. When the Holiday cans were starting to appear, I thought the ad campaign was brilliant — until I opened and drank the first new model of the Holiday.

There was still another can in the ‘fridge of the older “red can.” I could definitely tell the difference in a side-by-side comparison. For the test, the temperatures of the products were identical because temperatue alters the taste. There was no ice to dilute the flavor either. Just good cold Coke, as they should be, right out of the can.

I mentioned to a friend claiming “that somehow the Holiday cans taste differently compared to the red aluminum cans.” She didn’t notice a difference (but she wouldn’t with a couple of jiggers of Jack in the mix).Tonight, I got an email from her with a left-hand apology saying, “I still had a modicum of sanity left” and other people reportedly think it tastes differently too. I detect a flavor that is not unlike aspartame or another artificial sweetener.

I hope the Coke bottling company continues supporting the endangered polar bears and donates the cash – just give me back the original Coke (in whatever can because I don’t care if it they are green.). Someday, I hope Coke bottlers “come clean” and admit to a slight difference in formula. Would Coke really pull the product off the shelf because the can color was confusing people? No, I think no but there would probably a heck of a salet. I have thought maybe the Polar Bear Coke was made at a single bottling plant and a deviation from the correct formula was made. Who knows, maybe, like not cleaning the vats from a Diet Coke production run? Not too likely either.

If anyone really likes the taste, or wants the can for souvenirs, I have about four or five, twelve-packs. I would be very happy to trade for the “Real Thing.” I lived in Germany when “New Coke” was launched in North America and I am so glad I missed that! Europe never changed, or marketed “New Coke.” Could this be a sneaky flavor change as a market test? Could be and that is my story and I am sticking to it.

–Hanging Out & Drinking the Real Thing

Posted by: Hanging Out | December 2, 2011, 4:38 am 4:38 am

I could care less about can color. People that confuse the Holiday, fund raising Coke with Diet Coke, because of can color are bone heads. I always buy the holiday promotional products. When the Holiday cans were starting to appear, I thought the ad campaign was brilliant — until I opened and drank the first new model of the Holiday.

There was still another can in the ‘fridge of the older “red can” model. I could definitely tell the difference in a side-by-side comparison. For the test, the temperatures of the products were identical because that can change the taste. There was no ice to dilute the flavor either. Just good cold Coke, as they should be, right out of the can.

I mentioned to a friend claiming “that somehow the Holiday cans taste differently compared to the red aluminum cans.” She didn’t notice a difference (but she wouldn’t with a couple of jiggers of Jack in the mix).Tonight, I got an email with a left-hand apology saying, “I still had a modicum of sanity left” and other people reportedly think it tastes differently too. I detect a flavor that is like aspartame, another artificial sweetener, or maybe a fructose substitute for sugar. . It is a different taste and not because of the color of the can!

I hope the Coke bottling company continues supporting the endangered polar bears and donates the cash – just give me back the original Coke (in whatever can because I don’t care if it they are green.). Someday, I hope Coke bottlers “come clean” and admit to a slight difference in formula. Would Coke really pull the product over the color of the can? No, I think not. I have thought maybe the Polar Bear Coke was made at a single bottling plant and a deviation from the correct formula was made. Who knows, like not cleaning the vats from a Diet Coke production run? Not too likely either.

If anyone really likes the taste, or wants the can for souvenirs, I have about four or five, twelve-packs. I would be very happy to trade for the “Real Thing.” I lived in Germany when “New Coke” was launched in North America and I am so glad I missed that! Europe never changed, or marketed “New Coke.” Could this be a sneaky ingrediant change for a market test where marketers slip one over on the public? The blaspheme – that could never happen. HA!

–Hanging Out & Drinking the Real Thing

Posted by: Hanging Out | December 2, 2011, 4:57 am 4:57 am

I betcha the folks in China had no trouble getting the one they wanted. Doesn’t anyone read anymore? It’s Coke’s fault anyway, they should have twittered, facebooked and texted about the temporary holiday can. Seriously, I’m really surprised about this uproar, but I shouldn’t be considering how our country is failing in everything.

Posted by: Trish | December 2, 2011, 6:26 am 6:26 am

people dont take time to read the cans.

Posted by: bowling green,ky | December 2, 2011, 7:00 am 7:00 am

At first glance, this does look like a Diet Coke can. My mom had them in a dispenser in her fridge so I couldn’t see any words. So I skipped it and grabbed something else. If you’re used to looking for red, you just ignore the white. But I buy the 7.5 oz cans b/c I’m trying to cut back on Coke, and they could display their marketing a bit bigger. If you really are trying to help polar bears go big! Not the first limited edition can we’ve ever seen.

Just like you recognize Campbell’s soup cans and Tide laundry AND exactly the reason it’s illegal for private brands to color the generic product just like the brand, people try to just go by memory and get out the door.

Posted by: minnie | December 2, 2011, 7:51 am 7:51 am

This is not only confusing. It can be dangerous. Pepsi created a new design for Diet Pepsi in the 1970s. My father, a diabetic, drank regular Pepsi from mistake and had a blood sugar crisis. Diet and regular soda need to look different simply as a safety measure.

Posted by: Jean Esplin | December 2, 2011, 10:24 am 10:24 am

I posted an article about this to my facebook page, and proceeded to comment about how stupid it was that people didn’t READ what they are getting, just grabbing it and going by color. Companies change their packaging ALL THE TIME! I was surprised at how many of my good friends were oblivious to the fact that this was Coke and not Diet Coke, and they had drank the wrong thing. Really people? We should be more aware of what is going on around us. That was my point…Read everything!!

Posted by: Mary | December 2, 2011, 11:13 am 11:13 am

I am a type 2 diabetic and I CAN READ. I have had no issues with the new coke can. I mean really, these people who say they drank and entire can or more thinking it was diet are full of it. There is a dramatic taste difference between regular coke and diet. I can tell in one swallow. I saw the white cans at 7-11, thought they looked cool, READ the can and found out they were regular coke. It strikes me as funny that people will be up in arms about a SODA and yet when our government is a mess and we have elected officials who don’t listen to their constituents no one does anything. Our citizens are getting lazy, stupid, and selfish. It is truly sad.

Posted by: Kirsten | December 2, 2011, 12:19 pm 12:19 pm

I was confused at first too, but it only took about 3 seconds to read and figure out what Coke was doing with the white cans. I thought it was a brilliant idea. By now, everyone should have figured out how to distinguish white from silver cans, and if you haven’t you must be really stupid. Keep the cans white and don’t give in to the stupid, ignorant people who can’t read and like to complain.

Posted by: Nez | December 2, 2011, 2:04 pm 2:04 pm

Is the human race becoming that stupid that they cannot read whether it says diet or not?!! Even if you cannot tell the difference in color between white and silver you can at least read the can!!!!

Posted by: Nicole | December 3, 2011, 7:11 pm 7:11 pm

The taste was changed!!!! it is the same thing as when they tried to change the taste years ago. It does taste different. I have done taste tests – with many people. The change was in the recipe and the bottles say it is the same. it is not!!!!!

Posted by: j primero | December 4, 2011, 7:10 pm 7:10 pm

Those of us who mistake the two cans are not stupid, we are just not taking the time to read the can. Could you imagine if every day activities, like turning on your television or setting the parking brake on your car required you to read and think? That may seem like an absurd question, but it’s really the essence of good product design. Imagine if you bought a new home that was built by a UK contractor instead of a US one. Would you be flustered with light switches that turn on by pushing down or having cold tap water on the left instead of the right? Coke really failed in this design.

Posted by: Jeff P | December 5, 2011, 3:41 pm 3:41 pm

i jus cant belive people r crying over a coke can people hav no lives

Posted by: carmen | December 7, 2011, 7:02 pm 7:02 pm

This is my advice: Just read, idiots!!!

Posted by: Gaston | December 8, 2011, 3:19 pm 3:19 pm

People will find anything to complain about. I just got a case today with the red cans again. still have a few white ones, and they taste the same. I don’t think its the color or a taste, that’s the excuses. The real reason was nobody wants to be seen drinking a diet soda. Besides, it has nothing to do with reading. The most it would put somebody back is 2 seconds. huh, the holiday can is white? Okay. And then you know. The fuss is terrible.

Posted by: Cory | December 12, 2011, 12:35 am 12:35 am

READ THE CAN. What is so difficult about that ? Try to do something nice or different and some people freak out…

Posted by: Bobbie | December 12, 2011, 2:15 pm 2:15 pm

Sorry but I am used to grabbing stuff and recognizing stuff I buy regularly by the packaging. My son went in bought a regular coke after a few sips, I said this is not diet. I am diabetic so of course it concerns me. Everyone saying read first how stupid are you… let me ask you this…… Do you stop and read a stop sign before stopping or do you know to stop because of the COLOR red on the sign?

Posted by: dee | December 15, 2011, 10:48 am 10:48 am

Really? People just dob’t know how to pay attention to what they are getting. I hate diet sodas, so if I would have thought these new cans were diet, I never would have bought them. But amazingly enougj, they actually labelled the cans! Isn’t that a great idea? Now it does involve an education to be able to read it, but I guess Coca-Cola assumed their consumers could read. Silly them!! Yes this is sarcasm for all you lazy people who just want someone to blame for your stupidity. And if you are diabetic, I would think you would be extra careful of what you buy instead of just grabbing something cuz of the way it looks. Oh and Dee…I stop at stop signs because of that huge word on it….S-T-O-P!!! Or should we assume you can’t read that either?

Posted by: Janice | December 18, 2011, 3:30 am 3:30 am

After drinking two cans of what I thought was diet coke at a party, I checked my blood sugar reached a new high…24. It was an emergency situation. This is a serious problem and NO JOKE. Being at a party, I was not thinking about the polar bears or the taste. I was at a PARTY. I feel VIOLATED. The mistake seems CRIMINAL to me. I’m lucky I didn’t end up in a COMA. Coke=Death. Drink water.

Posted by: Andrew | December 18, 2011, 11:35 pm 11:35 pm

Who cares about how much the color is affecting their sales? The more important question is, do they really even care about the polar bears and climate change? It seems like if they really cared they would invest that money in changing production techniques to be more environmentally friendly. But let’s face it coke, like many other corporations, is just trying to cash in on the “trend” of going green without making any significant investments that will affect the real issue at hand.

Posted by: Marena | January 5, 2012, 1:33 pm 1:33 pm

Hey people- there’s a little invention called reading! If you read, you will see the diet cans say DIET at the top, and normal ones don’t! Such a REVELEATION, right?!

Posted by: Alanna | March 17, 2012, 10:51 pm 10:51 pm

Aww… Are people confused about their Coke. Stupid fat Americans.

Posted by: Notafatguy | March 18, 2012, 1:49 pm 1:49 pm

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