This November, Coca-Cola cans will be white for the first time ever. The internationally renowned soft-drink brand and World Wildlife Fund (WWF) are teaming up to help save polar bears’ Arctic habitat, so the new limited-time packaging will change color in honor of the endangered animal and Coca-Cola’s pledge to donated $3 million to WWF’s polar bear conservation efforts. The company is also asking U.S. fans 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,” explained Muhtar Kent, chairman and CEO of the Coca-Cola Co. in Atlanta. “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”
During the holiday season, the more than 1.4 billion white Coke cans arriving on shelves will help raise awareness and funds to aid polar bears. In addition to the white cans, bottles of Coke, Diet Coke, Coke Zero, Sprite, Nestea, Minute Maid and other brands will sport white bottle caps.
Through February 2012, the cans will feature an all-white panorama, highlighted by the familiar Coca-Cola script in red, along with an image of a mother bear and her two cubs making their way across the Arctic.
Coca-Cola is making an initial donation of $2 million to WWF and inviting others to join the effort. Those who want to contribute can text the package code to 357357 to donate $1 to WWF. They also can donate online at ArcticHome.com, starting Nov.1. Coca-Cola will match all donations made with a package code by March 15, 2012, up to a total of $1 million.
Coca-Cola and Washington-based WWF have also joined with Academy Award-nominated MacGillivray Freeman Films, based in Laguna Beach, Calif., on a film being produced with Warner Bros. Pictures and IMAX Corp., “To The Arctic 3D.” Coca-Cola’s “Arctic Home” TV commercials and content on the eponymous website offer sneak preview excerpts from the film, which is slated for a 2012 release.