I caught a glance at a can of Coca-Cola earlier and did a double take. The reason I couldn't immediately recognize this iconic packaging, mistaking it for a Diet Coke, is that for the first time in the history of the soft drink, the company decided to changed the color of the can - just temporarily of course. The new can is white and features polar bears, which have been an often-used symbol by Coca-Cola during the holiday season. But it also looks similar to the latest Diet Coke packaging.
However, this is not a case of change strictly for its own sake. The white can is being used to generate awareness for the Arctic Home project, which Coca-Cola is supporting along with its partner, the World Wildlife Fund (WWF). The goal of the partnership is to protect the habitat of Arctic polar bears and in particular, a 500,000 square mile territory in the far north where polar ice can survive the longest. In this effort, Coke will donate $2 million to Arctic Home and match customer donations up to $1 million.
While the Arctic Home project is certainly a worthwhile cause, I don't know if I would be brave enough to change the color of the can. Afterall, I didn't immediately know I was looking at a Coke. I'll ask all the marketers and design experts, would you generate awareness for this worthy cause by altering the iconic red can?
So is this a good or bad idea? Give your take in the comments section below, via email (firstname.lastname@example.org) or on Twitter @AlexVilleneuve. As always, thanks for reading.