This article is from the archive of our partner .

Coca Cola's white holiday coke can is dead, dead two months before their run-through date, and it's your fault.  "Coca-Cola Co. is switching back to its time-honored red just one month after rolling out its flagship cola in a snow-white can for the holidays," reports the Wall Street Journal.  Adding: "New seasonal cans in red will start shipping by next week, as white cans—initially expected to be in stores through February—make an exit."  And here's why the white can died:

  • Your Diet Coke Addiction Makes You BlindThe Journal reports that a deli owner in an Atlanta food court, said about half a dozen customers have returned opened white cans in recent days after realizing, too late, that they weren't drinking Diet Coke. and he let them take unopened diet cans without charging a second time.  Adding, "Most of the confusion seems to arise at small stores, where consumers grab single-serve cans from coolers."
  • You Believe Urban Myths:  The story mentions a YouTube video (this one with a meager 30 views) of a blind taste test and someone pointing out "funky" tasting coke from a white can, and they report that consumers "felt that regular Coke tasted different in the white cans." Coke officials deny tweaking the taste, and say they only changed the can.
  • You Might Not Be Able to tell the Difference Between Silver and White: So much so that Coca Cola added a "fact sheet'' on its website pointing out the differences between how polar bear-peppered white Coke cans don't look a thing like silver, snow-flake laden Diet Coke cans.

The Journal mentions a few more cranks and complaints--about polar bears, about being Coke traditionalists wanting to keep the red color--but notes that "Atlanta-based Coke says that it's happy with the campaign and that critics of the white can represent a minority." And they add that Coke's marketing executives wanted a "disruptive" campaign to get consumers' attention. "Disrupted consumers"--it looks like Coke got exactly what it asked for.

This article is from the archive of our partner The Wire.

We want to hear what you think about this article. Submit a letter to the editor or write to