Beginning next month, white will be the new red. Coca-Cola and World Wildlife Fund (WWF) are joining forces in a bold new campaign to help protect the polar bearÂ’s Arctic home. For the first time ever, Coca-Cola is turning its iconic red cans white in celebration of the polar bear and committing up to $3 million to WWFÂ’s polar bear conservation efforts. The Company is also asking fans in the U.S. to join the «Arctic Home» campaign by texting donations.
«We want to help the polar bearÂ–a beloved Coca-Cola icon since 1922Â–by helping conserve its Arctic habitat,» said Muhtar Kent, Chairman and CEO of The Coca-Cola Company. «ThatÂ’s why we’re using one of our greatest assetsÂ–our flagship brand, Coca-ColaÂ–to raise awareness for this important cause. And by partnering with WWF, we can truly make a positive difference for these majestic animals.»
First Ever White Packaging Encourages $1 Text Donation to WWF
This holiday season, more than 1.4 billion white Coke cans will help raise awareness and funds to protect the polar bearÂ’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.
Beginning November 1, 2011, the familiar red can background will be replaced with an all-white panorama, highlighted by the iconic Coca-Cola script printed in red. The eye-catching 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.
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 can also 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.
«Arctic Home» Funds to Support WWFÂ’s Polar Bear Conservation Efforts
Funds raised will go toward WWFÂ’s conservation efforts to protect polar bear habitatsÂ–for their survival today and in the future.
«Polar bears inspire the imagination. TheyÂ’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 World Wildlife Fund. «By working with Coca-Cola, we can raise the profile of polar bears and what theyÂ’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 bearÂ’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 areaÂ–potentially covering 500,000 square milesÂ–could provide a home for the polar bear while protecting the cultural and economic needs of local people.
Bottle caps will be white on Coke, Diet Coke, Coke Zero, Sprite, Sprite Zero, Fanta, Nestea, Minute Maid…and more.