Coca-Cola Canada is changing the colour of its iconic red can in the “Arctic Home” campaign, raising awareness and funds for WWF efforts to protect the polar bear’s habitat. Coca-Cola will contribute $2 million to WWF over the next five years, and through the “Arctic Home” campaign, will match consumer donations made until March 15, 2012, up to $1 million USD.
On iCoke.ca, visitors can explore, experience and learn about the polar bear and its Arctic home, watch video chats with WWF scientists, track virtual polar bear sightings, and make donations to the WWF cause.
“This campaign is about working together to save one of the most important places on Earth,” said Gerald Butts, President and CEO of World Wildlife Fund. “As sea ice continues to melt at alarming rates, polar bears and local communities alike are threatened. With Coca-Cola’s support, we can expand our reach and impact to help chart a sustainable future for this critical Arctic ecosystem.”
Coca-Cola and WWF also have partnered with MacGillivray Freeman Films, which is working with Warner Bros. Pictures and IMAX Corporation to co-produce the new IMAX® film To The Arctic 3D, scheduled for release in 2012. Coca-Cola’s “Arctic Home” television commercials and content on the website ArcticHome.com feature sneak preview footage from the film. The film follows a mother polar bear and her cubs as they navigate the changing Arctic landscape. Click on the image below to play the video in YouTube (HD)