Coca-Cola Turns Red Cans White for Polar Bears
Published in CSP Daily News
Company has never before changed the color of the red can to support a cause
ATLANTA -- The Coca-Cola Co. and World Wildlife Fund (WWF) are joining forces in a new campaign to help protect the polar bear's Arctic home. For the first time ever, Coca-Cola is turning its red cans white in celebration of the polar bear and committing up to $3 million to WWF's polar bear conservation efforts.
Beginning November 1, 2011, the red can background will be replaced with an all-white panorama, highlighted by the iconic Coca-Cola script printed in red. The 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.
"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 Co. "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."
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.
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.
Funds raised will go toward WWF's conservation efforts to protect polar bear habitats.
"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 WWF. "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 and WWF also have partnered with MacGillivray Freeman Films, which is working with Warner Bros. Pictures and IMAX Corp. to co-produce the new IMAX film To The Arctic 3D, scheduled for release in 2012. Coca-Cola's "Arctic Home" TV commercials and content on the website ArcticHome.com feature sneak preview footage from the film.
Atlanta-based Coca-Cola's portfolio features brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply and Georgia. Globally, it is the leading provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees.