Coca Cola launched a marketing campaign early this month releasing 1.4 billion white Coke cans across America and Canada. It is a campaign to protect the arctic habitat of its long beloved mascot since 1922, polar bear. They announced they will donate an initial $3 million dollars; $1 million from customers. This campaign will not only help raise awareness of the acrimonious environment but also lead to a better company reputation. Coke is now questioned whether they are solely donating or if it’s a market strategy.

Taking into consideration the corporate social responsibility Coca Cola may have, I believe Coca Cola has integrated that idea into its marketing strategy. Coca Cola is deliberately imposing an image to we consumers minds that they are contributing to the world wildlife fund through sole consideration for the polar bears. An example may be seen in Andrea’s blog where she describes she only found out through Coke’s campaign and finds them altruistic for making donations. However from last years figures, Coca cola made a net income of $11.8 billion, demonstrating that $2 million dollars is not a great portion. Hence creating a win-win situation for Coke, I believe it is a smart marketing decision made by Coca Cola.