There was customer outrage
after the roll out of Coca-Cola’s white polar bear cans.
Some customers couldn’t distinguish them
from the Diet Coke cans.
Other customers claimed the beverage tasted different
in the white cans.
Coca-Cola didn’t argue with customers.
They didn’t wage a marketing campaign
to change minds.
They simply swallowed the costs
(and there WERE costs as
not only the cans had to be switched
but all of the marketing materials related to the cans)
and changed the cans.
If Coca-Cola,
with the number one brand in the world
and over a century of experience,
realizes they can’t change the customer’s mind,
what makes us think we can?
Don’t fight the customer on what she wants.