Companies struggle with the question of how sustainability and corporate social responsibility can best be integrated into the brand. Coca Cola is no exception. The soft drink giant had come up with a great campaign in the US together with the World Wildlife Fund. The company recently introduced white cola cans with polar bears, as part of an agreement with the WWF, with the aim of helping to protect the natural environment of the polar bear. Unfortunately, things didn't go as hoped.
Coca Cola donated 2 million dollars to WWF projects for the polar bear. In addition, 1.4 billion white cans would be released during the Christmas season from November 1, 2011 to February 1, 2012. Coca Cola supported all this with an online promotional campaign via Facebook and Twitter. Buyers could text a code with their mobile phone and donate 1 dollar. You could also donate money directly cambodia phone number list If the marketing campaign was successful, Coca-Cola would donate another million dollars in mid-March 2012.
What went wrong?
Coca Cola consumers were left quite confused by this polar bear action . Fans took to the official blog, Facebook and Twitter to voice their dissatisfaction. The confusion among American consumers essentially boiled down to the following three points.