In Amanda Ho’s post, White Ice, she talks about the sustainability benefit of Coca-Cola’s recent new social venture, wherein they donated to the World Wildlife Fund, promoting awareness about climate change and its consequences on polar bears.
To capitulate on this venture, Coca-Cola has also introduced a new polar-bear themed white can to advertise and promote their Corporate Social Responsibility and their commitment to environmental sustainability, which is a growing trend in the market.
However, not only is this a great example of sustainability and CSR, Coca-Cola’s new can and strategy are the ultimate marketing ploys. Coca-Cola has truly milked their new venture through and through. Despite the fact that their company has in fact nothing to do with polar bears or the Arctic, and nor are polar bears particularly gentle or cute to begin with, they have managed to use images of cute and generally placable polar bears as a marketing way to gain consumers. They have also started an “Arctic Home” on their website, which also drives home their new polar bear strategy to their consumers.
