Cause marketing always kicks into high gear around the holidays, and a new effort from Coca-Cola of Canada involving the Coke polar bears is a worthy one.
The polar bears have been popular stars in the brand’s Christmastime TV ads for more than a decade. This holiday season, the cute and cuddly animated critters will be immortalized in Canada on mostly white Coke cans.
Not only that, Coca-Cola of Canada will be making a substantial contribution to the World Wildlife Fund (WWF) in support of the protection of polar bears. Nearly two-thirds of the world’s polar bears live in Canada today.
Coke of Canada plans to contribute $2 million to WWF over the next five years, in concert with the “Arctic Home” campaign which will match consumer donations made until March 15, 2012, up to $1 million USD.
Polar bears are at risk, as global warming continues to melt their arctic home.
Consumers can make donations via iCoke.ca. Funds will be going towards WWF’s polar bear conservation work. A Coca-Cola and WWF partnership with Academy Award nominated filmmakers MacGillivray Freeman Films, Warner Bros. Pictures and IMAX Corporation to co-produce the film To The Arctic 3D. The film is scheduled to release in 2012 and should incite further action to protect the bears.
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