Coke Goes White for the Right Reasons

Coca-Cola recently established the Arctic Home campaign in association with the World Wildlife Fund. The campaign aims to donate $3 million dollars to protect the habitat of polar bears. I think the team at Coca Cola have something great going here: a display of corporate social responsibility, limited edition cans, in holiday spirit, traditional polar bear theme, and most importantly: potential increase in sales.

In our discussion in tutorial on what the underlying aim here is (if there is one), I suggested that if they really wanted to increase sales, they’d take the McDonald’s approach (10-cents from every Happy Meal goes to charity); but instead Coca Cola will donate $2 million regardless of sales -and another $1 million to match public donations ($1 donations via text).

Muhtar Kent, CEO of The Coca-Cola Company, says “We want to help the polar bear — a beloved Coca-Cola icon since 1922 — by helping conserve its Arctic habitat,”

Whether this campaign is purely a marketing ploy looking to boost sales, or an attempt to gain positive PR, or even if it is purely for a good cause, this campaign will most likely benefit both the company and the environment.

Can’t wait to get my hands on a white Coke can!