Coke cans go white to help polar bears and WWF

Coca-Cola just loves polar bears, the not-so-cuddly creatures have given the fizzy drink an unlikely winter platform for years now.

As someone on YouTube points out, this ad manages to connect the North (polar bears) and South (penguins) Poles. Anyway it’s Christmas.

But this Christmas Coke is substituting white cans for red in a bid to help the World Wildlife Fund’s campaign to help real polar bears, struggling it seems as Arctic ice is melting away.

Coke is also donating $2m over five years and matching public donations of up to $1m. This doesn’t actually seem that much but Coca-Cola will presumably dig deeper into its copious buckets if the campaign resonates with the public.

Here’s Coke’s take.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.