For the first time ever the folks at Coca-Cola decided to put regular Coke in a white can for the holidays. Reaction has been swift and negative. Unhappy drinkers said the can looked like Diet Coke and confused them. Others said it tasted differently. And still others thought that messing with an icon was sacrilege.
Apparently the people at Coca-Cola failed to observe the Tropicana packaging fiasco closely enough. Their redesign elicited similar negative comments, and I couldn’t distinguish my favorite ruby red grapefruit juice from the other flavors. Ultimately they experienced a 20% drop in sales before they went back to the original packaging. I think they may still be suffering as my local supermarket continues to offer deals for points on their brands.
While Coke rushes out traditional red cans to the store, I want to know what you think. How central is packaging design to your decision-making? Can you think of a time when it either encouraged or discouraged you from making a purchase?
Esterl, M. (2011, December 1) A Frosty Reception for Coca-Cola’s White Christmas Cans. wsj.com. Retrieved December 1, 2011, from