In a continuing effort to gain market share in an area that is no longer growing, promotional activities are key. Recently, a promotional opportunity arose in the form of corporate social responsibility (CSR) for Coca-Cola.

In the Canadian Marketing Blog’s article “Defining CSR, One Company at a Time” it talks about the importance of CSR and how one of the difficulties companies face is deciding with whom to partner.

This problem was solved for Coke through, although it may sound harsh, the planet heating and ice in the arctic melting. Coke’s long time symbol and mascot, the polar bear, has become endangered. Coke jumped on the opportunity to show what a socially responsible company it is by coming to the aid of their lovable mascot.

Coke partnered with the World Wildlife Foundation to help raise awareness and money to save the polar bear. Coke plans on switching its can from their original red to white, in order to raise awareness.

This campaign will most likely be very beneficial to polar bears. However, the big benefit that Coke will see is that consumers will see them as a responsible company and this should boost their brand status even higher.

Another brilliant piece of marketing: brought to you by Coke.