Next month, Coca-Cola will be turning their iconic red packaging to white. Arctic white that is. Coke is teaming up with the World Wildlife Fund (WWF) for a bold new campaign to help protect the Arctic home of polar bears. Coca-Cola will be committing up to $3 million to WWF’s polar bear conservation efforts while also asking fans in the US to join in the campaign by texting donations to the cause. The first-ever white packaging for Coke encourages $1 text donations to WWF.
More than 1.4 billion white Coca-Cola cans will help raise awareness and funds marking the first time ever that Coke has changed the color of their red cans. The all-white 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. Anyone who wants to help the polar bears can text the package code to 357357 to donate $1 to WWF. They also can 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.
‘Polar bears inspire the imagination. They’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 they’re facing, and most importantly, engage people to work with us, to help protect their home.’