Have you ever done something, with really good intentions, and it backfired? I have and now I have the company of a multi-billion dollar corporation. Trust me, you should never give a pet as a gift. Did you know that the average lifespan for a cat is 12-14 years?
Last week Coca-Cola unveiled its recently re-designed holiday can. The can features polar bears and was a collaborative effort with World Wildlife Fund (yes the WWF, who made the WWF the WWE, but that’s fodder for another post), to bring awareness to polar bears. Coke is donating 3 million dollars toward the effort to protect polar bear habitat. This is cool (literally and figuratively). The new can, primarily white, has been met with resistance and confusion by Coke drinkers. The first issue it the can isn’t red. The second issue is that the can is easily confused with a Diet Coke can.
The color red is easily connected to Coca Cola. When something related to your identity becomes iconic, you probably shouldn’t mess with it. Even when you have a tradition of holiday related advertising and promotional items, you have to know your boundaries. In a Yahoo article a Coke spokesman was quoted saying that “The white can resonated with us because it was bold, attention-grabbing.” The article goes on to say that “Coke’s marketing executives wanted a “disruptive” campaign to get consumers’ attention.” (This is fancy corporation talk for “this was my idea and I’m sticking to it.”)
The second issue is that the new holiday can looks remarkably similar to a Diet Coke can. Though, traditionally silver, the frosty look of the white can has confused many Diet Coke drinkers. It is either the cans or the artificial sweetener. Even if you are competing with yourself, it is important to know what the competition is doing. The response to this issue is interesting. It has been broadcast across Twitter and YouTube. It has even brought up old issues of New Coke and a possible switch in recipes, even though there have been no changes. Most of these accusations are related to consumers who grabbed a new white can and thought it was a Diet Coke.
What can interpreters and interpretive designers learn from this? Stay within your boundaries and do go too far outside of what you are expected to do. If your visitors have an emotional connection to your product, keep in mind changes can lead to an emotional response. Don’t forget they won’t be afraid to bring up past indiscretions as well.
Coke has about a billion of the new cans in circulation, so maybe they are hoping no one will notice. Thankfully I didn’t end up with a billion cats.