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Polar Ice Vodka begins Where's the Bear promotion
By Adnews Staff
Toronto Corby Spirit and Wine has begun a promotion for its Polar Ice Vodka brand in association with conservation organization Polar Bears International. During the second annual initiative, limited edition bottles of the vodka will be sold nationally using special packaging that omits the brand's usual polar bear graphic. The effort is intended to raise awareness of declining polar bear populations as a result of melting sea ice. The bottle also displays the copy, "Where's the bear?" as well as neck tags with information about the subject. The promotion is timed to coincide with International Polar Bear Day on Feb. 27.
"We're happy to continue working with Polar Bears International on this important initiative," said Kim Creighton, brand manager for white spirits at Corby. "As a Canadian brand whose hero is the polar bear, this was a natural partnership to raise awareness about the dangers affecting the habitats of these animals. Our goal is to educate consumers to learn more about the pressing threats of climate change and ensure the species will be around for generations to come. It's not too late to sustain a future for polar bears and we hope we can encourage others to join us in getting involved."