Preserving their Arctic Home: Coca-Cola and WWF

About the Arctic and WWF

A vast area of fjords and tundra, frozen seas and glaciers, and ice and snow, the Arctic is the largest inhabited region on Earth, that spans nearly eight countries. Dedicated to protecting both this diverse habitat and the polar bear that calls it home, World Wildlife Fund (WWF) is funding research, promoting sustainable hunting practices, and protecting the habitat from unsustainable industrial activity.

The Last Ice Area—a natural “safety net” of ice high in the Arctic—is an anchor for the High Arctic effort as a present and future home for the polar bear. As this sea ice shrinks in duration and coverage, this remnant of summer sea ice will be crucial. At an estimated cost of $10 million over the next five years, WWF envisions an ice area that protects the habitat, the wildlife and the needs of the people who call it home. (Arctic Home, 2012)

To really expose the challenges the polar bears are facing, a new IMAX film is being created. This will hopefully continue to raise the profile of polar bears and engage people to help protect their home.
The striking imagery that we are exposed to when the Arctic is brought up is overwhelming. We come to understand the scarcity of the ice in polar bear habitats and it tugs at our heart strings.

Coca-Cola Partnership

In December 2011, Coca-Cola announced a partnership with the WWF to help conserve the polar bear habitat in the High Arctic. The polar bear has been an icon of the beverage brand since it was introduced in print ads in 1922.

This partnership would see Coca-Cola design a polar bear imprinted white can and white bottle caps on other products to draw attention to the Arctic Home campaign and raise money to fund it. They pledged an initial donation of $2 million to the WWF spanning five years, and set-up a way for customers to donate as well through websites and text messaging. By purchasing the white cans of coke and texting the package number, $1 would be donated to the WWF and Coca-Cola would match that donation. Thus far, over $1.5 million dollars in consumer and matched donations has been raised for the conservation efforts.

CSR and Coca-Cola

This is a great form of CSR and Cause Related Marketing by Coca-cola.
The criteria for Cause Related Marketing are: company matches consumer contributions, offered for a limited time, and company contributions are usually tied to consumer actions. There is already an existing relationship between Coca-Cola and the polar bears, and they have been an ongoing part of their advertising since the early 90s.

We are constantly exposed to the effects that global warming and industrialization are having on the environment, and more importantly, the Arctic. The polar bear has had a connection with Coca-cola since the 1920's, therefore it makes sense that this is a cause the brand would support. By leveraging the brand that in synonymous with the polar bear, Coca-cola is executing a very smart, and well thought out CSR campaign.

-CP