Coke is seeing red again after flirting with white cans and confusing market

By Leon Stafford

The Atlanta Journal-Constitution

After flirting with selling Coca-Cola in white cans for the first time in its 125-year history, Coke is seeing red again.
The Atlanta-based company said Thursday it is returning the traditional red Coke cans to shelves in its upcoming run after releasing millions of Coke "white" cans.

The "white" cans are part of the company's partnership with the World Wildlife Fund and was much ballyhooed by Coke when it announced the limited-edition packaging in late October. The "white" cans feature the company's polar bear mascots on a stark white and gray background with Coke's famous red script on the top.

The about face comes after some in the media reported that the white cans were confusing to Diet Coke fans and could potentially be harmful to diabetics who may choose the "white" Coke can thinking it was diet.

Spokeswoman Rand Carpenter said Coke had always planned to use the traditional red cans as part of the "arctic home" campaign, whose purpose is to bring attention to preserving habitats for polar bears, the company's holidays mascot. But the company did not mention its intent to switch to red cans anywhere in the press information announcing the campaign.
full story