New Business Paper

New Business Paper

Introduction

The paper discusses the marketing failure of the new coca cola Christmas can advertising and marketing failure. It discusses the strategy that went wrong and the suggestions for what could have the company done to make the campaign successful.

Failure of Coca Cola White Christmas Can

Coca-Cola launched its Christmas special cans, which have the distinction of being white. Indeed, they were marketed in partnership with WWF and aim to attract consumers' attention to the protection of polar bears. Despite efforts by marketers of the giant soda, the cannot pass from white consumer (Odih,2010).

Thus, the Wall Street Journal reveals that Coca-Cola will have to return to its original red following numerous complaints from consumers. These are indeed victims of confusion between these new white cans containing the traditional recipe of Coca-Cola and the usual silver cans of Coca-Cola light. Others felt that abandoning the historic Red was a sacrilege, and some are even gone so far to find a different taste to Coca-Cola contained in these new cans white.

But the question for the U.S. giant to say bye to polar bears. He has published new red cans which take the graphics cans white Christmas. While 1.4 billion cans white were to be sold by February 2012, they will now be made ??over and gone while supplies so that one billion units of red will replace them (Odih,2010).

Coca-Cola, which has not officially acknowledged the failure of his white cans, announced the return to red as the second historical phase of his campaign that "has generated much interest and excitement and is talking." The soda giant wanted to clarify that it would be no question of "changing the recipe that everyone knows and loves (Haig,2003)."

Coca-Cola is committed with the World Wildlife Fund for the end 2011. A new can ...