In order to help the polar bears, a new marketing campaign will be launched on November 1st that consists of white Coca-Cola cans. The soda company and the World Wildlife Foundation (WWF) joined forces to get consumers involved and more conscious about protecting polar bears and their habitats.
From posters to cute TV commercials, these fluffy animals have appeared in front of millions in their arctic environment happily enjoying a drink. These extraordinarily beautiful creatures have been part of the company's advertising since 1993, so it seems more than appropriate that Coke decided to create a whole strategy to help the bears. Additionally, Coca-Cola has been contributing to WWF and the ecological cause over the past three years, finally releasing a slew of cute, white Coca-Cola cans in honor of its loyal friends.
With a message that reads “Beginning this holiday season, the more we text, the more we can protect,” a new website called Arctichome.com was created to start generating buzz about the campaign.
What's Driving This Trend
- Eco-friendly Marketing
- Opportunity for businesses to leverage environmental causes in their marketing campaigns.
- Cause-related Advertising
- Potential for brands to collaborate with non-profit organizations to raise awareness and support for important causes.
- Text-based Activism
- Rise of communication technologies as a tool for mobilizing individuals and driving social change.
Who This Affects Most
- Beverage
- Beverage companies can create special edition products and partnerships to support environmental causes and attract socially-conscious consumers.
- Advertising & Marketing
- Opportunity for marketing agencies to create innovative campaigns that promote social responsibility and engage consumers on an emotional level.
- Non-profit
- Non-profit organizations can collaborate with corporate partners to raise funds and awareness for their initiatives through cause-related advertising.
