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Coca-Cola Can Goes White to Save the Polar Bear

Posted by Shirley Brady on October 25, 2011 01:30 PM

This holiday season, Coca-Cola is changing the color of its iconic red can for a cause in honor of the polar bear, the brand's longstanding favorite animal at the holidays, in a partnership between Coca-Cola and the World Wildlife Fund.

The "Arctic Home" campaign will help raise awareness and funds to support WWF efforts to protect the polar bear's habitat. More details, and a closer look at the limited-edition white Coke can coming to the US and Canada, are below.

Coca-Cola's corporate press release:

Beginning next month, white will be the new red. Coca-Cola and World Wildlife Fund (WWF) are joining forces in a bold new campaign to help protect the polar bear's Arctic home. For the first time ever, Coca-Cola is turning its iconic red cans white in celebration of the polar bear and committing up to $3 million to WWF's polar bear conservation efforts. The Company is also asking fans in the U.S. to join the "Arctic Home" campaign by texting donations.

"We want to help the polar bear — a beloved Coca-Cola icon since 1922 — by helping conserve its Arctic habitat," said Muhtar Kent, Chairman and CEO of The Coca-Cola Company. "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."

First Ever White Packaging Encourages $1 Text Donation to WWF

This holiday season, more than 1.4 billion white Coke cans will help raise awareness and funds to protect the polar bear's home. White bottle caps also will be on bottles of Coke, Diet Coke, Coke Zero, Sprite, Nestea, Minute Maid and more. Coca-Cola has never before changed the color of the red can to support a cause.

Beginning November 1, 2011, the familiar red can background will be replaced with an all-white panorama, highlighted by the iconic Coca-Cola script printed in red. The eye-catching cans will feature the image of a mother bear and her two cubs making their way across the Arctic. White packaging will be on store shelves through February 2012.

Coca-Cola is making an initial donation of $2 million to WWF and inviting others to join the effort. Anyone who wants to help the polar bears can text the package code to 357357 to donate $1 to WWF. They also can donate online at ArcticHome.com, starting November 1. Coca-Cola will match all donations made with a package code by March 15, 2012, up to a total of $1 million.

"Arctic Home" Funds to Support WWF's Polar Bear Conservation Efforts

Funds raised will go toward WWF's conservation efforts to protect polar bear habitats — for their survival today and in the future. "Polar bears inspire the imagination. They're massive, powerful, beautiful and they live nowhere else except the Arctic. Their lives are intimately bound up with sea ice, which is now melting at an alarming rate," said Carter Roberts, President and CEO of World Wildlife Fund.

"By working with Coca-Cola, we can raise the profile of polar bears and what they're facing, and most importantly, engage people to work with us, to help protect their home." WWF has a vision to help protect the polar bear's Arctic home. This includes working with local residents to manage an area high in the Arctic where the summer sea ice will likely persist the longest. This area — potentially covering 500,000 square miles — could provide a home for the polar bear while protecting the cultural and economic needs of local people.

Coca-Cola Ads with Arctic IMAX ® Film Footage Inspire Action

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, ArcticHome.com, feature sneak preview footage from the film.

Producer Shaun MacGillivray said the film brings the polar bear story to life: "Filming To The Arctic 3D was an extraordinary journey. It makes perfect sense for our footage to be a part of 'Arctic Home,' inspiring action to protect the bears." On ArcticHome.com visitors can explore, experience and learn about the polar bear and its Arctic habitat . They can conduct live video chats with WWF scientists, track virtual polar bear sightings and make donations. Supporters of "Arctic Home" also can help spread the word to their friends and families by sharing content using the hashtag #ArcticHome.

"Arctic Home" extends Coca-Cola's support of WWF's polar bear conservation efforts and builds upon the organizations' global partnership focused on freshwater conservation. Together, Coca-Cola and WWF are working to conserve freshwater resources around the world, use water more efficiently, and hold down carbon emissions in Coca-Cola's manufacturing operations. Additionally, they are working to promote sustainable agriculture in the Company's supply chain. By combining strengths and resources, Coca-Cola and WWF are able to go beyond what each organization could achieve on its own. "Arctic Home" is another expression of Coca-Cola's Live Positively philosophy, to make a positive difference in the world through sustainable business practices. For more information about "Arctic Home," visit ArcticHome.com.

Coca-Cola Canada released its own press release and video on the campaign:

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 iCoke.ca 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 Canada. "'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."

"Arctic Home" Funds to Support WWF's Polar Bear Conservation Efforts

WWF has a vision to help protect the polar bear's home. This includes working with local residents to manage an area high in the Arctic where the summer sea ice will likely persist the longest. This area could provide a habitat for the polar bear while protecting the cultural and economic needs of local peoples.

"This campaign is about working together to save one of the most important places on Earth," said Gerald Butts, President and CEO of World Wildlife Fund Canada. "As sea ice continues to melt at alarming rates, polar bears and local communities alike are threatened. With Coca-Cola's support, we can expand our reach and impact to help chart a sustainable future for this critical Arctic ecosystem."

On iCoke.ca, 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 Ads with Arctic IMAX® Film Footage Inspire Action

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 ArcticHome.com feature sneak preview footage from the film.

Producer Shaun MacGillivray said the film brings the polar bear story to life: "Filming To The Arctic was an extraordinary journey.  It makes perfect sense for our footage to be a part of 'Arctic Home', inspiring action to protect the bears."

Television commercials and content on the iCoke.ca website feature sneak preview footage from the film. Scheduled for release in 2012, the film follows a mother polar bear and her cubs as they navigate the changing Arctic landscape.

"Arctic Home" extends Coca-Cola's support of WWF's polar bear conservation efforts, and builds upon the organizations' global partnership focused on freshwater conservation. Together, Coca-Cola and WWF have worked to conserve freshwater resources around the world, use water more efficiently and hold down carbon emissions in Coca-Cola's manufacturing operations. Additionally, they are working to promote sustainable agriculture in the company's supply chain. By combining international strengths and resources, Coca-Cola and WWF are able to go beyond what each organization could achieve on its own.

"Arctic Home" is another expression of the Coca-Cola Live Positively philosophy to make a positive difference in the world through sustainable business practices. For more information and to donate, visit iCoke.ca 

Below, watch Coca-Cola North America's spot on the holiday partnership:

Comments

Sarah Shea United States says:

Ms. Brady,
I am writing an article on Coca-Cola's rebrand for Platform Magazine. I'd like to talk more with you about the rebrand for my research. If you are interested, my email is sjaneshea@gmail.com. Thank you! Sarah Shea

October 31, 2011 01:29 AM #

Comments are closed

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