White can’t replace red when it comes to Coca-Cola. The carbonated drinks giant, which launched a white can (for the very first time in its history) for the winter season as part of the campaign aiming at raising awareness and funds for polar bears and their Arctic Home, is now introducing the traditional red cans, because the ‘snowy’ version got frosty reception, even though the product itself was not changed at all. Responding to consumers’ demand for the iconic red packaging, starting in early December the brand is switching the background of the limited-edition ‘Arctic Home’ cans to the traditional red, preserving the same ‘polar bear’ design.

Photo: Coca-Cola’s Red ‘Arctic Home’ Cans

“Some consumers complained that it looked confusingly similar to Diet Coke’s silver cans. Others felt that regular Coke tasted different in the white cans. Still others argued that messing with red bordered on sacrilege,” writes The Wall Street Journal. This consumer response influenced the company’s decision to introduce the version with the legendary Coke’s palette, leaving the white cans on shelf while supplies last. Coca-Cola says that introducing the red cans is explained by its intention to keep the brand’s traditions: “People have told us they love the limited-edition white ‘Arctic Home’ Coca-Cola cans, and we know they love our iconic red cans, especially during the holidays. So we’re introducing the next limited-edition ‘Arctic Home’ can, which will still feature the same polar bears, but with our iconic red Coca-Cola background.”

Photo: Coca-Cola’s (RED) logo

Yesterday, the brand also announced its multi-year partnership with (RED) to contribute to the cause of spreading awareness about AIDS and raising money for a range of programs aimed at eliminating mother-to-child transmission of HIV by 2015. The company will make an initial donation of over $5 million USD in the period of four years to The Global Fund, and it says that a minimum of $3 million USD out of the donation will be donated directly to the Fund to purchase anti-retroviral medicine and distribute literature. To join the global movement, visit the www.2015quilt.com website, launched yesterday, December 1, as “a digital patchwork of photos and images made by people all over the world who are pledging to join the fight for an AIDS Free Generation by 2015.”