Coke goes white to protect polar bears
Coca-Cola Company changes the color of cans from red to white to front its “Arctic Home” campaign.
The new design is part of the soft-drink maker's new partnership with World Wildlife Foundation (WWF) to help protect the polar bear’s home. The company gives up to $3 million to WWF’s polar bear conservation efforts.
WWF wants to create "safe areas" for polar bear habitat in Canada and other Arctic nations.
Coca-Cola has never before changed the color of the red can to support a cause, the company’s web site reads. This holiday season, more than 1.4 billion white Coke cans will help raise awareness and funds to protect the polar bear's home. The cans will feature the image of a mother bear and her two cubs making their way across the Arctic.
Nicola Kettlitz, president of Coca-Cola Ltd. said to Vancouver Sun that the company chose to focus on the polar bear in this and previous campaigns since it has been featuring the species in its advertising since 1922 and recognizes that some of the populations are being threatened by a rapidly warming Arctic.
White packaging will be on store shelves from November 1 through February 2012.