Spokesman Ben Sheidler said the company planned from the start to include the red cans in the campaign but chose not to discuss them at first.
"Bringing in the red can has also created a lot of stir, and people are talking," Schneider said. "That's exactly what we want to happen, is to have people talk about it and learn about the program."

Ri-ight. Someone's scrambling to cover their sorry-assed middle management fail butt.

Clearly both the polar bear help plan and the we-were-always-going-to-add-red-cans-to-the-mix plans were too secret for anyone to know what was going on. Marketing? What marketing?

I think Coca-Cola hoped they didn't have to spend any money on advertising this Christmas. Because I actually don't recall seeing any ads for a while.

Yup, fail.

Dr. Phil