Coca-Cola ties with WWF for polar bear CSR campaign

Coca Cola: partnering with the WWF
Coca Cola: partnering with the WWF

Coca-Cola has unveiled a major CSR drive, partnering environmental charity WWF to invest in Arctic conservation projects and raise awareness of the plight of polar bears, which have appeared in the soft-drinks brand's ads for 90 years.

Under its pan-European 'Arctic Home' scheme, Coca-Cola will donate €3m a year to help protect the polar bear population and support WWF's lobbying of international governments.

Funding will go toward researching polar bear numbers, helping human communities to live harmoniously with the animals, and encouraging governments to hold a summit to 'put a spotlight' on the challenges facing the bears.

Coca-Cola will promote the initiative with a campaign, including a TV ad, set to break on 2 February. Special-edition cans (pictured, right) will feature images of polar bears.

The brand is also launching print and digital activity, with a promotion on its digital sign at LondonÕs Piccadilly Circus. It claims the drive is its biggest pan-European activity to date.
Earlier this year, Coca-Cola launched an ad campaign featuring talking animated polar bear characters, directed by Ridley Scott.

The brand's GB marketing director, Zoe Howorth, said: 'Polar bears have been a much-loved part of Coca-Cola's advertising for over 90 years. We want to help create a future for them and their Arctic home.'

A version of Arctic Home recently launched in North America. Coca-Cola previously worked with WWF through its Polar Bear Support Fund.

Polar bears first appeared in a Coca-Cola print ad in 1922, and were revived with its 1993 execution 'Northern Lights', which showed bears enjoying the celestial spectacle with a bottle of Coke.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer