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White Is The New Red As Coke Launches Campaign To Support WWF & Polar Bears

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Never one to be boring and dull,Coca-Cola has done something radical for this holiday season. The beverage maker has changed their iconic red cans to white in support of polar bears as part of their latest campaign called “Arctic Home,” which is targeted towards raising awareness and funds to support World Wildlife Fund (WWF) efforts to protect the polar bear’s habitat.

With nearly two-thirds of the world’s polar bears living in Canada, this Arctic species is an important part of our ecosystem and culture. Coca-Cola will contribute $2 million to WWF over the next five years, and through the “Arctic Home” campaign, will match consumer donations made until March 15, 2012, up to $1 million USD. Canadians can visit to make their donation. Funds raised will go toward WWF’s polar bear conservation work – for their survival today and into the future.

“The polar bear and the rugged Arctic are enduring symbols of the Canadian north. For Coca-Cola, the polar bear is especially near and dear to our hearts, appearing for decades in our holiday advertising,” said Nicola Kettlitz, President of Coca-Cola Ltd. “‘Arctic Home’ strengthens our commitment to the polar bear, our focus on building sustainable business practices, and our dedication to making a positive difference in the world.”

The has also been updated, now visitors can explore, experience and learn about the polar bear and its Arctic home. They can watch video chats with WWF scientists, track virtual polar bear sightings, and make donations online.
Coca-Cola and WWF also have partnered with Academy Award nominated filmmakers MacGillivray Freeman Films, which is working with Warner Bros. Pictures and IMAX Corporation to co-produce the new IMAX film To The Arctic 3D, scheduled for release in 2012. Coca-Cola’s “Arctic Home” television commercials and content on the website feature sneak preview footage from the film.
Television commercials and content on the website feature sneak preview footage from the film.


Good for Coca Cola – it’s always encouraging to see major brands be involved in causes such as this one.

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