27 Oct

Coca-Cola Cans Going White

Posted in News on 27.10.11 by John Meloche

At Synergy Marketing Consultants, our reps often discuss with their clients various ways in which they can build their brands. Our promotional items, of course, are commonly used to increase customer bases by encouraging stronger senses of brand loyalty. A brand, we believe, is determined mostly by how customers view your company.

Often, a customer first thinks of a company’s branding based on its logo or advertising images. For example, Coca-Cola is most often associated with its red can. And during the holiday season, the soft drink company’s use of the polar bear in its commercials has helped for the product to be globally recognized even further.

However, Coca-Cola is looking to make a bit of a change next month in an effort to strengthen its branding image that much more. And according to QMI Agency in a report released Tuesday, it’s for quite the noble cause. The iconic red Coke can is turning white in an effort to help protect the polar bears of the Arctic.

QMI writes that Coca-Cola is teaming up with the World Wildlife Fund to raise upwards of $3 million towards conservation efforts. So it appears as if the polar bear is more than just an advertising gimmick to the soft drink company after all! This move certainly can’t hurt the image of the already-hugely successful soda manufacturer.

Starting in November, the new white Coke cans will feature red lettering providing the opposite effect of the normally-used red cans with white lettering. QMI notes that this will be the first time in the history of Coca-Cola that it will not be using red cans to carry its famous product.

More than 1.4 billion cans will be produced. In addition, Coca-Cola products such as Minute Maid and Nestea will also feature white bottle caps as part of the new initiative to assist the habitat of the polar bears in the Arctic. Reveals QMI Agency: “Biologists estimate there are some 20,000 to 25,000 bears left (and) about 60% of those live in Canada.”

Said Muhtar Kent, the chairman and chief executive of Coca-Cola: “We want to help the polar bear — a beloved Coca-Cola icon since 1922 — by helping conserve its Arctic habitat. That’s why we’re using one of our greatest assets — our flagship brand, Coca-Cola — to raise awareness for this important cause.”

Comments Off on Coca-Cola Cans Going White