Coca-Cola has introduced a second limited-edition Arctic Home can, which features the same polar bears with a red background, in response to negative customer feedback. According to the Wall Street Journal
, customers in convenience stores were confused by the similarity between the special white cans and the traditional silver Diet Coke can.
Coca-Cola is ditching its iconic red cans next month as part of a fundraising campaign to protect the polar bears' Arctic habitat. The Arctic Home campaign, a joint effort between Coca-Cola and the World Wildlife Fund, will call upon Coca-Cola consumers to donate $1 via a simple text message.
While Coca-Cola has worked on conservation projects before, the company has never gone so far as to change its iconic red can to help draw awareness to a campaign.
"We want to help the polar bear — a beloved Coca-Cola icon since 1922 — by helping conserve its Arctic habitat," said Muhtar Kent, chairman and CEO of The Coca-Cola Company. "That's why we're using one of our greatest assets — our flagship brand, Coca-Cola — to raise awareness for this important cause. And by partnering with WWF, we can truly make a positive difference for these majestic animals."
Coca-Cola will be manufacturing more than 1.4 billion white Coke cans for the campaign; the new cans should start appearing on store shelves next week. In addition to the white cans, other Coca-Cola products will feature white bottle caps including bottles of Coke, Diet Coke, Coke Zero, Sprite, Nestea and Minute Maid products.
The company is committed to raising up to $3 million between Nov. 1, 2011 and March 15, 2012. Coca-Cola kicked off the Arctic Home campaign by donating $2 million and will match the first $1 million in public donations.
Donating to the campaign is simple. Customers who purchase a special white Coca-Cola product simply text the package code to 357357 and $1 will be donated to the World Wildlife Fund.
For more information on the campaign, please visit the Arctic Home