Coca-Cola has joined forces with the WWF forces to launch Arctic Home, a new project focused on raising awareness and funds to help conserve the home of the polar bear and create a positive future for the Arctic. Launching on 17th January, Arctic Home will use WWF’s extensive scientific network and conservation expertise, along with Coca-Cola’s marketing experience and resources, to bring the plight of the polar bear closer to home for millions of consumers. The polar bear has been a long-standing icon across Coca-Cola advertising for 90 years and represents family and togetherness for the brand, which is why Coca-Cola is pledging €3m over the next three years towards helping to preserve their Arctic home.
The Arctic Home project will see the largest number of European markets ever come together to support such a large-scale campaign to raise awareness and funds for a common cause, with 16 markets launching in the coming weeks. To help further bring the Arctic closer to home for consumers, more than 300 million Coca-Cola cans packs across Europe will also feature the image of a mother polar bear and her two cubs making their way across the Arctic.
The integrated campaign will launch on 17th January with a new TV campaign hitting screens from 2nd February.
Alan Halliday, Field Sales Director for Coca-Cola Enterprises Scotland, says: “Polar bears have been a much-loved part of Coca-Cola’s iconic advertising for over 90 years and out of our strong tie with them, we want to help create a future for them and their Arctic home. We are really excited to be building on this partnership with the launch of the Arctic Home campaign here in the UK. The distinctive polar bear packaging that will be available is due to have great on-shelf stand-out and we would urge retailers to stock up as momentum builds around the campaign.”
