White Coke Cans Befuddle the American Consumer

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Coke underestimated how easily fooled we are by colors.Photo: Coca Cola

Coke is pulling its special white holiday cans from the shelves months earlier than originally planned because of a backlash from consumers. According to The Wall Street Journal, some felt that the Coke "tasted different in the white cans" — it doesn't — while others "have returned opened white cans ... after realizing, too late, that they weren't drinking Diet Coke," because actually reading the can was too much of an effort.