Coca-Cola is transforming its iconic red can to white for its “Arctic Home” campaign. Partnering with the World Wildlife Fund (WWF), the brand will help raise awareness and funds to protect the polar bear’s habitat by donating $2 million to WWF and matching donations made through iCoke.ca until March 15, up to $1 million. The new cans, designed by Turner Duckworth in the U.S. and adapted by Perennial in Canada, will be on shelves until mid-January.
“The polar bear for us has been a huge and powerful symbol of the brand for decades,” says Shane Grant, VP, sparkling beverages, Coca-Cola Canada. “We can…[use] some of the associations the brand has to create awareness and do good in Canada.”
The packaging is part of a campaign that will include national TV, digital, print, retail and restaurant/entertainment partnerships. With files from Emily Wexler