This holiday season, 2011, for the first time in it's history, Coca-Cola is changing it's iconic red can to white! Why would Coke decide to make this startling change in it's distinguishable packaging? Well, the polar bears need our help. The polar bear has been a mascot for Coca-Cola for decades. The cute white bears were introduced in Coca-Cola marketing in 1922, and has remained as the image coca cola during the holiday campaign ever since. "The polar bears stand for ice cold refreshment and family and friends together," says Bea Perez, the Chief Sustainability Officer for The Coca-Cola Company. This campaign is an excellent way that Coca-Cola is using their already identifiable polar bear icons and special product packaging to promote a philanthropic cause.
Coca-Cola, along with WWF (World Wildlife Foundation), are joining together to launch "Arctic Home", an initiative to help protect the polar bear's home! The white Coke cans are a marketing tool that will help spread awareness of the "Arctic Home" initiative. Over five years, Coca-Cola will donate TWO MILLION DOLLARS to the Arctic Home initiative. Anyone can also donate to this fund, and Coca-Cola is encouraging people to help by agreeing to match any donation that is made up to one million dollars. Anyone can donate by purchasing a Coke product that has a white cap or one of the white can products, and texting the code to the specified location and choosing the donation amount.
If you wish to learn more about this amazing initiative, or to donate yourself, visit this link: https://www.arctichome.com/web/index.html#/home/?WT.srch=1
