The Coca-Cola Company rallied around an icon that both represented the Company as well as stood as a symbol of environmental threats – the Polar Bear. Coke created a program called Arctic Home, partnering with the World Wildlife Fund (WWF) to invite consumers to join them in protecting the threatened habitat of Polar Bears. Through donations from the Company and its consumers, Arctic Home would fund the establishment of a 500,000 square mile refuge in the Arctic – with each parcel of land attributable to an individual consumer donation.
The program began with a symbolic gesture directly from the Company – turning their red cans and bottle caps white for the first time in 125 years. This visual manifestation of their commitment to the cause served as a compelling call-to-action for consumers to donate via text or online.