Coca-Cola Canada begins Arctic Home campaign
By Adnews Staff
Coca-Cola Canada has begun a holiday season promotion in association with the World Wildlife Fund. During the campaign, called "Arctic Home," the company will change the colour of its Coca-Cola cans from red to white to raise awareness of the diminishing habitat of polar bears. Coca-Cola will also contribute $2 million to the fund over five years and match consumer donations made through ICoke.ca until March 15, 2012. ICoke.ca also offers information about polar bears and the Arctic, including video chats with scientists and virtual polar bear sightings. Coca-Cola and WWF also have partnered with MacGillivray Freeman Films, which is working on an Imax film called To The Arctic 3D, scheduled for release in 2012. Coca-Cola's "Arctic Home" television commercials and content on the website ArcticHome.com feature footage from the film. "The polar bear and the rugged Arctic are enduring symbols of the Canadian north," said Nicola Kettlitz, president of Coca-Cola. "For Coca-Cola, the polar bear is especially near and dear to our hearts, appearing for decades in our holiday advertising. 'Arctic Home' strengthens our commitment to the polar bear, our focus on building sustainable business practices, and our dedication to making a positive difference in the world."