Posts Tagged ‘Arctic’

Drama Mounts with Coca-Cola’s New Packaging

Friday, December 9th, 2011

Last month, we blogged about Coca-Cola changing their packaging for the first time ever in a cause marketing effort to protect the Arctic home of polar bears. Check out the blog here.

Apparently that wasn’t such a great idea for Coke. In fact, they’re pulling the plug on the new white cans and changing them back to their original red. Why you ask? Customer uproar. That’s right, customers were getting the white cans confused with the silver Diet Coke cans. We all know how traumatic that can be to think you’re buying an ice cold can of refreshing Coke only to crack it open, take a sip, and taste that dreadful fake Diet Coke flavor. Ok, I’m being facetious.

Whether you think it’s ridiculous or not, you could argue that Coca-Cola should’ve thought this one through a bit more. Knowing your customers is rule number one when changing old traditions.

Why white cans? The company claimed it had intended a “disruptive” campaign to get its conservation message across. Within a few days, Coca-Cola started receiving complaints that the white cans were too easily confused with the silver Diet Coke cans, leading some weight-conscious and diabetic customers to accidentally purchase Coke instead of Diet Coke. Ok, point taken. I could see where that could get sketchy.

Coca-Cola was no stranger to polar bears and WWF – the company has supported WWF Arctic research and conservation efforts in the past and this campaign was supposed to take its commitment to a new level. Coca-Cola has pledged $2 million to help fund the creation of a safe refuge for polar bears and agreed to match up to $1 million of consumer donations made through Arctic Home by March 15, 2012.

Coca-Cola got the message and despite the fact it planned initially to have 1.4 billion white cans available until March, the company decided to halt further production of the cans. As we speak, Coca-cola is sending millions of red cans back into shops with polar bear images on them.

 

Facebook Uses Arctic Air To Save Energy

Wednesday, November 9th, 2011

Facebook announced another eco-friendly effort to continue greening up its empire. They will have a new server farm located in Luleå, Sweden. Because this location in Sweden sits in the freezing cold (the Arctic to be exact), the servers will be cooled naturally saving tons of energy.

With all of the activity on Facebook, its servers are working hard around the clock and produce a lot of excess heat. Traditionally, server farms require expensive, complicated air conditioning systems to prevent over heating. But when your servers are sitting in the Arctic, cooler temperatures will naturally create a cooling system. Facebook’s server farms span 175,000 square feet. It costs $75 million each year to run the servers in the Arctic. Imagine the costs of having a server farm in a warm climate- yikes! The Swedish server farm will also enjoy the benefits of the nearby Luleå River, which provides green and affordable hydro-electric power.

Luleå is in Northern Sweden and is as close to the North Pole as Siberia, and averages a chilly 35 degrees Fahrenheit year round.