Spokespersons for the Coca-Cola Company have recently confirmed that, together with the World Wildlife Fund, said drinks giant will become actively involved in running a high-profile marketing campaign whose goal is that of saving the Arctic.The information thus far shared by the Coca-Cola Company with the general public says that they are readying to roll out over 300 million packs displaying the image of a polar bear and her two cubs making their way across the Arctic.
Furthermore, the company is willing to spend a total of $4 million (€3 million) on a green-oriented advertising and marketing campaign, which is set to target European consumers and last for a total of three years.
According to Business Green, the Coca-Cola Company's decision to join hands with the Word Wildlife Fund in order to help save the Arctic regions has a lot to do with the fact that polar bears have long been an icon of this drink’s brand.
As Hilary Quinn, the company's brand director for Northern Europe and Nordics puts it, “Polar bears have been a much-loved part of Coca-Cola's iconic advertising for over 90 years and because we've had such a tie with them we want to help create a future for them and their Arctic home.”
Coca-Cola hopes that the general public will also agree to become actively involved in the ongoing efforts to help the natural habitats of polar bears, and donate whatever sum of money they can to the World Wildlife Fund's new Arctic campaign.
It may very well be that this green-oriented project targets Arctic protection first and foremost, yet the Coca-Cola Company hopes that their advertising and marketing campaign will eventually translate into people becoming more aware of how both climate change and global warming are presently threatening our planet.
“The Arctic home of the polar bear is threatened by climate change, with summer sea ice predicted to virtually disappear in a generation,” argued Jim Leape, director general of WWF International.
Furthermore, “With the ice melting, polar bears will increasingly struggle to find enough food for themselves and their cubs. But if we act now, together we can help protect the polar bear's home for the long haul.”