Every year around the holiday, Coca-Cola releases a limited edition holiday can. This year, they decided to go with a “White Christmas” theme and sent out into stores a white can with the polar bears on it. This was a really bad idea. This can caused such an uproar among buyers that many returned the white cans insisting they wanted their money back.
The problem? It was not Coke in a red can. That red can is their branding. Iconic brands like Coke simply do not have the ability to change that drastically and not expect consumer backlash. The consumers thought they were buying Diet Coke, or thought their favorite soda tasted different in a white can. Never mind that Diet Coke is in a silver can. The consumer who is in a rush at the convenience store just wants a can of Coke. People are always in a hurry these days, and so the can needs to be red for those people who are grabbing and going. We are, as consumers so conditioned to loving our brands as they are that we often resist even the smallest change
Take GAP for example. It is not that long ago that GAP decided they wanted to change their shopping bag. They released a new shopping bag that fans hated. They took to the internet to complain and GAP realized it had a major problem. No one wanted the new bag, they wanted the familiar one – the one the branding was built around.
This begs the question – was anyone going to the buyers and asking for input? Coca-Cola has a huge presence in social media. I would have suggested to them to crowd source the new holiday can. Offer a few choices, and let the fans vote. The can chosen by fan vote becomes the new can. This way, fans can give feedback on why they do or do not like a particular can design and you have the added knowledge of who is voting. Take that data and then work with it to further reach out.
GAP could have avoided disaster too, if they would have done something similar. Both companies pulled the items and GAP had those blue bags back within days. Coke says it may take a bit longer to get a different holiday can onto shelves. Both companies should realize that the way to consumer loyalty is consistency. Change may be fine for your personal life, but brands must stay consistent.
Take Starbucks for example. They changed their logo this year. They kept most of it intact. The green is the same, the lady is the same, the logo is still in a circle. This is how you change a logo and not give yourself a headache. It is changed, but in many ways it is still the same. Had Starbucks changed the shape or the color of the logo, they would have the same problems Coke and GAP had.
Remember, branding is crucial. This is not something to mess with. If it ain’t broke, don’t fix it.
Tags: branding, Coca-Cola, Coca-Cola white can, GAP, Starbucks
