Coca-Cola tried to revive its polar bear mascot with a wintry white can design for Coca-Cola Classic, but just one month after launch, it's abandoning the project and reverting to red, reports Mike Esterl at the Wall Street Journal.
Why? Three reasons:
1. Some consumers are confusing the packaging with Diet Coke's similar silver cans.
2. Others swear that the drink tastes different when in a white can.
3. Coke's most ardent fans find the change in color blasphemous.
It goes to show that packaging -- especially for such a massively powerful brand like Coke with such fanatical followers -- matters deeply.
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