The Coca-Cola Company has always had a very tight relationship with polar bears …
For this reason, as en effort to promote environmental consciousness and as a dedication to one of the animal species that is most suffering from climate change, Coca-Cola decided to change the color of its can (to white) for this holiday season.
For this project entitled the Arctic Home Project, Coca-Cola joined forces with the World Wildlife Fund (WWF) in what they classify as a “bold gesture” since in the 125 years of its existence, the company has never changed the color of the iconic Coke can.
With this project, Coca-Cola is making an initial $2 million donation to WWF to support polar bear conservation work and in addition, anyone who buys the white cans can text the package code to 357357 to make individual $1 donations or donate online at ArcticHome.com.
The money collected from the Arctic Home Project is designed to help WWF in the identification of the “Last Ice area”, the place in the arctic that may remain solid after the rest of the ice melts away and that could serve as a refuge for some of the world’s polar bears.
“We aren’t creating the Last Ice area—climate change is,” says Geoff York, the WWF’s polar bear expert. “We just want to make sure that the conditions are there to support the polar bears and the people who will be living with them.”
The new cans will be in stores from November 1 through February 2012.