The brand aims to raise awareness and funds to support WWF’s conservation efforts.
From November 1st until February 2012, many of the iconic red Coca-Cola cans will be replaced with white ones featuring an image of a mother polar bear and two cubs, with the brand’s logo in red. This is to highlight Coca-Cola’s new campaign ‘Arctic Home‘, as it teams up with the WWF to help protect the polar bear’s habitat and makes an initial donation of $2 million to the fund’s conservation efforts. Muhtar Kent, Chairman and CEO of The Coca-Cola Company, said:
We want to help the polar bear — a beloved Coca-Cola icon since 1922 — by helping conserve its Arctic habitat. That’s why we’re using one of our greatest assets — our flagship brand, Coca-Cola — to raise awareness for this important cause. And by partnering with WWF, we can truly make a positive difference for these majestic animals.
Polar bears have frequently been the stars of Coca-Cola’s holiday season advertising and the brand is now hoping that more than 1.4 billion white cans will help raise awareness and funds to protect the animal’s home. People who want to join the effort can text the package code of their can to 357357 to donate $1 to WWF and they can also donate online. Coca-Cola will match all of the donations made with a package code by March 15, 2012, up to a total of $1 million.