Arctic Home Campaign

In: Business and Management

Submitted By viv420
Words 2208
Pages 9
Arctic Home Campaign
Coca- Cola

Presented to

Mutar Kent
CEO and Chairman of the
Coca-Cola Company

March 8th 2012

March 8th, 2012

Muhtar Kent
CEO and Chairman of the Coca-Cola Company

Dear Mr. Kent,

Although raising awareness for the polar bears habitat is critical, study has shown that the company’s campaign to save the polar bears by the changing the colour of the Coca-Cola cans has been ineffective.

Many consumers were mislead by the change of colour of the cans. The new white Coca-Cola cans are too similar to the Diet Coke cans. In today’s society, consumers have been accustomed to brand recognition and do not take time to read labels. Many consumers accidently bought regular Coca-Cola thinking they were purchasing Diet Coke.

The purpose of changing the cans to white is to promote awareness to the polar bears habitat and raise money for the cause. Many do not know how to donate to the campaign. It was unclear to many consumers the reason for changing the colour of the cans. The change brought more confusion than it did awareness to the polar bears.

I am thankful for the 25 participants who gave me their time in order to complete the questionnaire survey, as well as Maria-Jose Errunza and my classmates of Comm 212 who have helped me with this report. Their contribution is greatly appreciated.

Thank you for the attention given to this report. You may contact me at 438-886-8012 should you need further clarification in regards to improve the Arctic Home Campaign.


Table of Contents

LETTER OF TRANSMITTAL ……………………………………………………………………… II

EXECUTIVE SUMMARY…………………………………………………………………………….. IV

STATEMENT OF THE PROBLEM………………………………………………………………… V

INTRODUCTION………………………………………………………………………………………… 1

Purposes of the study ……………………………………………………………………… 2

Description of methodology…...

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