• The Wall Street Journal, Thursday, December 1, 2011 10:35 AM

Coca-Cola Co. is switching back to red just one month after rolling out its flagship cola in a snow-white can for the holidays. 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.

While the company has frequently rung in the holiday with special can designs, this was the first time it put regular Coke in a white can. Some consumers complained that it looked confusingly similar to Diet Coke's silver cans. Others felt that regular Coke tasted different in the white cans. Still others argued that messing with red bordered on sacrilege.

Coke says this year's campaign is part of a partnership with the World Wildlife Fund to highlight global warming's threat to bears' Arctic habitat. Coke is contributing up to $3 million to conservation efforts.

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