Coca-Cola Continues Commitment to Arctic Home Campaign

FacebookTwitterLinkedIn

Coca-Cola has always brought attention to polar bears through the brand’s iconic use of the animals in its holiday campaigns. But many may not know that Coke also plays a major part in raising awareness for their health and safety.

The brand recently launched the latest iteration of its Arctic Home campaign that brings awareness to polar bear conservation efforts and raises funds to help support a positive future for the Arctic. The initiative, which is in partnership with the World Wildlife Fund, has already raised over $3 million, not counting the $2 million that Coke has pledged over five years.  

Arctic Home is now active in seven countries across Europe and Canada, as well. This year, the campaign hopes to drive awareness around the struggles of female bears who must find secure dens among the melting ice to birth and raise their cubs. Coca-Cola is also matching any donation made to Arctic Home, which also hopes to raise awareness around the effect of global warming in the Arctic.[more]

“Recent data supports that if current levels of greenhouse gases do not decrease, there’ll be almost no summer sea ice cover left in the Arctic in the next few decades,” WWF notes. “As it stands, over 60 percent of the UK are unaware of just how rapidly the sea ice is melting, and only 10 percent knew that the sea ice has decreased by a staggering 3.5 million K2 in the last 35 years.”

To mark the launch, Coca-Cola fans and WWF supporters created a live art display in the shape of a polar bear.

“The polar bear has been an iconic part of our advertising for over 90 years and so their future is a cause close to our hearts—we want to work together with WWF to ensure a safe habitat for them for many more years to come,” said Liz Lowe, corporate responsibility and sustainability manager for Coca Cola Great Britain. 

But the soda giant’s efforts to support polar bears and the Arctic haven’t always gone over well. Back in 2011, the company faced some serious backlash when it opted to change the color of its iconic red cans to a limited-edition white to raise awareness of its conservation efforts.

Consumer confusion and complaints forced the company to pull the cans, but the company made up for the loss by raising awarness through bottle caps instead. 

—Sheila is a New York-based writer/producer, co-founder of Third Eye Media and an avid believer in the power of the media for change. Connect with her on Twitter: @srshayon

FacebookTwitterLinkedIn