In my opinion, this is a really smart promotion by Coca Cola. Without paying so much money and effort, it is able to build its image as sustainable company and company that actually think and care about the world. Whatever its real intention is, I believe that raising awareness for polar bear will help a lot.
Also it well tides into what Coca Cola has done so far. Every Christmas season, it had polar bear on its label and advertisement. It shows customers that it is not something random, rather it is something that it has kept its eyes on.
I believe corporations should incorporate this strategy more. Instead of randomly coming up with an issue and act like they are supporting, it will be better for corporate’s image and for our community to gradually increase the awareness of the issue. Coca-Cola has done great job regarding what I am suggesting. During every holiday season, we are familiar with seeing polar bears on Coca-Cola’s TV advertisements. This year it has taken it to different level. Whereas some companies just randomly choose an issue, promote for a year or so and then move on to next project.