This Holiday Season, Coca Cola is releasing white cans to help raise awareness for the polar bears. They wanted to help the polar bears which are their iconic holiday symbol.
This is very similar to the Honey Bees campaign done by Haagen Daazs. These brands took an interest in an animal and a problem that affected them because they had aligned their brands with that animal.
In addition to turning the cans white, Coca Cola has teamed up with WWF to donate $3 million dollars. They have also asked their consumers to text $1 donations to help join the cause.
I like that this brand is helping out. But I’m not sure it’s doing enough. Just turning your iconic cans white isn’t doing much. When I first saw them, I had thought they were diet cans, or something like that.
As this campaign evolves, we will see if the awareness for polar bears increases.
Coca-Cola Press Center