Last month, we blogged about Coca-Cola changing their packaging for the first time ever in a cause marketing effort to protect the Arctic home of polar bears. Check out the blog here.
Apparently that wasn’t such a great idea for Coke. In fact, they’re pulling the plug on the new white cans and changing them back to their original red. Why you ask? Customer uproar. That’s right, customers were getting the white cans confused with the silver Diet Coke cans. We all know how traumatic that can be to think you’re buying an ice cold can of refreshing Coke only to crack it open, take a sip, and taste that dreadful fake Diet Coke flavor. Ok, I’m being facetious.
Whether you think it’s ridiculous or not, you could argue that Coca-Cola should’ve thought this one through a bit more. Knowing your customers is rule number one when changing old traditions.
Why white cans? The company claimed it had intended a “disruptive” campaign to get its conservation message across. Within a few days, Coca-Cola started receiving complaints that the white cans were too easily confused with the silver Diet Coke cans, leading some weight-conscious and diabetic customers to accidentally purchase Coke instead of Diet Coke. Ok, point taken. I could see where that could get sketchy.
Coca-Cola was no stranger to polar bears and WWF – the company has supported WWF Arctic research and conservation efforts in the past and this campaign was supposed to take its commitment to a new level. Coca-Cola has pledged $2 million to help fund the creation of a safe refuge for polar bears and agreed to match up to $1 million of consumer donations made through Arctic Home by March 15, 2012.
Coca-Cola got the message and despite the fact it planned initially to have 1.4 billion white cans available until March, the company decided to halt further production of the cans. As we speak, Coca-cola is sending millions of red cans back into shops with polar bear images on them.
Coca-Cola has made their vision clear of making all of their plastic bottles from plant-based materials and recycled plastic by 2020. Their latest development is rolling out new packaging for their 500ml drinks. The new PlantBottle packaging is made from 22.5% renewable plant-based PET and 25% recycled plastic. The reason these new bottles are more eco-frlendly is that they’ll reduce the company’s dependency on fossil fuels. They are being released today in the UK and can be identified with a PlantBottle logo. More than 5 billion of Coke’s PlantBottles will be available in 20 countries by the end of 2011.
Coca-Cola is not new to the green movement. In fact, last year they won the Best Sponsor Activation award at the UK Festival Awards for their recycling program. Coke is committed to recover the equivalent of 100% of their packaging by 2020.
The future. Such a fascinating idea. When I think of the future, I think of watching Back To The Future II as a 10 year old destined for a hover board and auto-lace Nikes (which Nike has filed a patent for recently by the way).
After seeing the new MYSTIC package design for Coca Cola bottles, it made me reminisce on those several occasions of watching Michael J Fox traveling to 2015 in pure envy. Are we now living “In the future”?
The design was created by French designer Jerome Olivet. The racy, aerodynamic style of the bottle and the classic red color gives the feel of a supernatural future world and adds even more power to a strong brand.
As we’ve seen many soft drink and bottled beverage companies change their package design on several occasions this past year or so, the transformations have all had an emphasis on the environment and eco-friendly packaging. Further, Coca-Cola has been in the news for their proactive approach on sustainability. This design however, focuses on the strength and legacy of one of the biggest brands in history. Very interesting approach.
We’re not sure when or where this design will hit convenience store coolers. But with such an attractive design, you’re sure to notice when it does.
Package designers so often strive to be innovative and modern with their package design. Interestingly, some marketers and designers have been taking a different approach to their packaging by retracing their steps and going back to their old form. What are the benefits of vintage or throwback packaging? To remind consumers of rich tradition and lasting power I suppose. Striking up a little nostalgia to devoted customers reminding them of how long they’ve been committing to the same brand. Whatever the case, vintage packaging sure looks cool and looking at these old Star Wars figurines, I’m getting a little nostalgic myself.
If Argentina wins the World Cup, Pepsi is going to make a change to its packaging. In fact, their cola bottle will be “Going nude” so to speak.
Argentina’s coach Diego Maradona said he would celebrate an Argentinean World Cup victory by running around naked in Buenos Aires. Pepsi then stepped up and announced that the company’s soft drink bottles would be sold for a week in Argentina with no label, baring all of its fizzy cola from top to bottom. To illustrate just what that would look like, Pepsi is running a print ad campaign this week in Argentina.
Though not a favorite, Argentina is not a long shot to win the World Cup soccer tournament either. Brazil and Spain are the favorites but Argentina star Lionel Messi gives the squad hope.