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Coke Goes White…to Be Green
By: Ted Curtin
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For the first time ever, the iconic Coca-Cola can will shed its red for a frosty white new look. But this holiday campaign is more than just a “season's greeting” from the world’s largest soft drink maker. The temporary re-branding effort is in support of the “Arctic Home” campaign, designed to raise awareness and build support for the World Wildlife Fund’s polar bear conservation efforts.

Originally introduced in conjunction with a 1922 print campaign, but made famous through Coca-Cola’s 1993 Northern Lights campaign, the polar bear has long been the adopted Coke mascot. In developing the Northern Lights series, Ken Stewart, working with Creative Arts Agency, was inspired by his Labrador Retriever and envisioned a polar bear at the movies. He used the aurora borealis as the perfectly peaceful screenplay and the successful ad campaign grew from there.


 
"Polar bears inspire the imagination. They're massive, powerful, beautiful and they live nowhere else except the Arctic,” says Carter Roberts, President and CEO of World Wildlife Fund. “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."

Coca-Cola will launch a television campaign to help promote the effort in partnership with IMAX, using footage from the upcoming IMAX “Artic 3-D” movie for the commercials. Sneak previews of the film will be available on the campaign’s website.

In addition to a two-million dollar donation to the WWF, Coke is inviting others to help the Polar Bear cause by donating via mobile text messaging campaign or online at ArcticHome.com. To sweeten the deal, starting November 1, $1 donations made with a package code will be matched by Coca Cola up to an additional $1 million until March 15, 2012.


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About the Author
Ted Curtin is a recognized strategic marketing leader with over 22 years experience covering online and offline marketing channels. Follow him on Twitter or at TedCurtin.com
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