Coca-Cola partners with World Wildlife Fund in launch of Arctic Home Campaign


Iconic red cans turn arctic white for polar bear habitat protection.

Coca-Cola has partnered with the World Wildlife Fund to raise awareness, funds and create a safe sanctuary for polar bears by turning red cans white.

Since the campaign launch Nov. 1, 1.4 billion of Coca-Cola’s red cans have turned white in honor of the world’s endangered polar bears.

The Arctic Home campaign combines Coke’s beloved polar bear icon, established in 1922, with a holiday initiative.

Coca-Cola will contribute $2 million to the World Wildlife Fund over the next five years and will match consumer donations made through the Arctic Home campaign until March 15, 2012.

The raised dollar amount is periodically updated on the Arctic Home website and is currently at $39, 574 thanks to consumer donations alone.

Along with the white cans, white caps will appear on bottles of Coke products including Diet Coke, Sprite, Mellow Yellow and Fanta.

The white cans will feature an image of a mother polar bear and her two cubs.

During the campaign, consumers can:

  • Look for white cans and caps on Coke products nationwide
  • Donate $1 by texting a Coke product code to 357357
  • Receive a free plush polar bear by purchasing six 20 oz. bottles
  • Donate Coke Rewards points toward the cause
  • Download the SnowBall Effect app via Facebook
  • Scan the QR code on a Slurpee or Big Gulp from 7-Eleven

Drastic Change for Earnest Cause

Coca-Cola  has never before changed the color of the classic red can. Protecting the polar bears is of great importance to Coke.

“When we see one of our cherished icons becoming endangered, we immediately put a plan into action. As sea ice continually melts, the polar bears and their communities are at great risk, ” said Kevin Gavin, Account Manager for the Home Market Division of Coca-Cola.

To create further awareness, Coca-Cola and the World Wildlife Fund are working to bring the story of the polar bears to the big screen with a new IMAX film, “To The Arctic 3D”. The film is produced by Academy Award nominated filmmakers MacGillavray Freeman Films and will premiere in 2012.

Coca-Cola will focus on reaching numerous demographic groups with the same message through the Arctic Home campaign.

“We have created a custom point of sale for each type of customer. For example, we have a different execution plan for grocery stores, convenient stores, workplace accounts, college universities and health hospitals,” said Gavin.

The campaign is scheduled into the 2012 marketing plan to be implemented next holiday season as well.

Coca-Cola and the World Wildlife Fund realize this is an ongoing effort to save the mere 20,000 – 25,000 remaining polar bears.

Story written and published by Kathryn Gavin and Brittany Brock.


One response »

  1. Video was good. Do not ask your questions by reading them from a prepared script. It sounds amateurish. The answers sounded “real” at least. In fact, there was no need to ask your questions on video at all if you’d used different editing approach.
    Biggest concern is how much this is a SMNR and not a news story. Coca-Cola could put this on its homepage as PR, couldn’t it? I think more interviews than just a relative were in order for true reporting, as well. +45/50

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s