Hasn’t Coca Cola learned their lesson about changing their product? In 1985 Coca Cola introduced a new formula for their soda, which only lasted a few months. More commonly known as “New Coke,” it was a terrible mistake and the company quickly changed the recipe back to what it had been for the previous 99 years. The “New Coke” marketing blunder caused the company to lose millions of dollars and upset consumers world-wide. Surely they learned their lesson, right?
Not really. Recently Coca Cola unveiled a new design to replace the traditional illustrated-Santa Coke Classic Christmas addition with a new look for their aluminum cans. Do you see the problem with this?
Although the can itself is well designed and a nice change from the usual, it clearly was not well thought out. And judging from the public outcry, clearly the public does not like the change. Similar to the “New Coke” blunder of ’85, people are outrages with the redesign for many reasons. One, people miss seeing the classic Santa Claus on their cans during the holidays. And two, it is somewhat similar to the Diet Coke can (that was sarcasm). IT IS WAY TOO SIMILAR TO THE AVERAGE CONSUMER. People aren’t even noticing the mix-up until they start drinking a Diet Coke instead of the intended Coke Classic. There is nothing worse than getting something other than what you’re expecting when it comes to food and beverages.
Surely I could tell the difference… Different typeface, polar bears versus snow flakes, a 10-12% shading difference between the color silver, and one does say “Diet.” BUT STILL. The average consumer rushing through the grocery store probably doesn’t take the time to stop and register the 10% difference in color. They’re not deciphering polar bears versus snow flakes. And they obviously don’t read either.
But fear not. A massive uproar from consumers has Coca Cola discontinuing the new design. As soon as 1 billion white cans have been purchased from stores, you will see the red classic Santa cans replacing their spots on shelves within a week.
Thank you for trying something new Coca Cola. Your marketing campaigns are still some of the best in the world. BUT, don’t mess with the Santa can please.