The Coca Cola Co. launched 1.4 billion special edition white cans onto the market (in December2011) as
Question:
The Coca Cola Co. launched 1.4 billion special edition white cans onto the market (in December2011) as part of its Artic Home campaign to raise funds for and awareness of attempts to protect the endangered species. It was the first time in 125 years that the regular product had been switched from its trademark red cans. The cans featured the company's iconic logo in red, set against an all white background and a picture of 3 polar bears plodding through the snow, in by the world wildlife fund. "We're turning our cans white because turning our backs wasn't an option," read the campaign logo with the company urging buyers to make $1donations to the cause which it pledged to match up to the value of$1 million to help protect polar bear habitats. - The Telegraph, Dec 3 201. The campaign failed miserably. Just one month after launching the white cans, which Coca Cola ad intended to keep churning out until March 2012, it halted further production.
a Why might the campaign have failed?
b) What could Coca Cola have done differently?
Modern Advanced Accounting In Canada
ISBN: 9781259066481
7th Edition
Authors: Hilton Murray, Herauf Darrell