Coca-Cola's Special Holiday Edition White Cans
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When Coca-Cola released its special Holiday edition white can, they didn't predict the mass eruption of anger and confusion it would create among loyal customers. Many confused the white cans with the silver Diet Coke cans, prompting one unsatisfied customer to write on Twitter: "PEOPLE! Don't be a victim!" Deli owners reported that people were returning open white Coke cans because they had confused it with Diet Coke. After only a month, Coca-Cola announced that it was pulling its white cans and replacing it with the familiar classic red. Although this mild snafu hasn't hurt Coca-Cola or its sales, it shows how ingrained branding is to most people. Most people identify red with Coca-Cola. On Twitter, many dissatisfied consumers even thought Coke tasted differently in a white can, which opens up a whole branding psychology door Coca-Cola might not have been aware of.