Let Coca-Cola take the big chances, and then learn from their results. Today, the case of the white cans. Coca-Cola decided to create a holiday campaign that turned the can white and silver with a limited amount of red. Their goal was to create awareness to raise funds for theprotection of polar bears. The strong Coca-Cola followers outcried in backlash claiming the can too similar to Diet Coke, confusing, and tastes different.
Historically, Coca-Cola has created iconic holiday changes to the can, with the use of polar bears and Santa. Each year the Coca-Cola red remained prominent. The biggest learning - a definition of color for your brand or company is important to brand identity. Coca-Cola spent billions ensuring their red be recognizable from afar. The white can proved and measured that the Coca-Cola red is still important and demanded by consumers...a proven measured success for brand identity! Color can even alter the mind's perception of flavor, as some avid Coke consumers claim.
Take it from the consumers of Coca-Cola, be aware of your brand's color relationship. To start, make sure your PMS color is defined, and decide what feeling you want to create. Then identify rules of use. If you would like, 360 Direct can help you sort through all of the "if this" and "then thats", so that you can go grab and enjoy a Coke.