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Cokes Polar Bear Can - Essay Example

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Summary
The coca cola giant company recently during the holidays launched a brand new design of a white holiday can as part of the company s marketing campaign for purposes of elevating awareness as well as funds with an aim of creating a safe sanctuary for the polar bears. According to…
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Cokes Polar Bear Can
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Cokes Polar Bear Can

Download file to see previous pages... Consequently, the identical color in the two types of coke both classic and diet brought consumer displeasure and terrible confusion.
The campaign of the white can coca cola became disruptive to the consumers making them do a double take. The coca cola company has never changed the traditional red color of its can however for the first time the company introduced coke Classic in a white can. Even though consumers may refute the power of marketing over their preferences, the consumer brain is profoundly influenced by effective advertising. Naturally in soda brands color red brings to the mind coke classic while silver evoke diet coke (Shayon 5). As such where consumers are able to make color association with brands, an attempt to change the color of a given brand like coke attempted to do, would certainly amount to a dramatic shift branding consequently disrupting the normal behavior of consumers. For this reason there is a greater possibility of regular consumers to be mistaken as to the identity of the brand as was the case in distinguishing coke classic can and that of Diet coke. Many of the angry and confused customers posted their complaints on emails and twitter.
Even though the company’s’ intention was to grab their customers attention through disruptive complain its customers were not impressed at all. Within day of the launch numerous complaints began flowing about the white can being too similar to the silver one. This made some diabetic and weight conscious consumers to accidentally purchase classic coke while in fact they had intended to buy Diet coke. Some of the customers went ahead to return already opened white cans to the stores where they had purchased them demanding that they should be given new diet coke cans. Some others opted to express their anger and dissatisfaction with the white can online.
The introduction of white cans by the coca cola company was just another ...Download file to see next pagesRead More
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