News & Events

Thursday 17 January, 2013

Coca-Cola and WWF announce new Arctic Home campaign to help conserve the home of the polar bear

Coca-Cola and WWF have joined forces to launch Arctic Home, a new project focused on raising awareness and funds to help conserve the home of the polar bear and create a positive future for the Arctic.     

Launching on 17th January, Arctic Home will use WWF’s extensive scientific network and conservation expertise along with Coca-Cola’s marketing experience and resources to bring the plight of the polar bear closer to home for millions of consumers. The polar bear has been a long-standing icon across Coca-Cola advertising for 90 years and represents family and togetherness for the brand.

The Coca-Cola Company is pledging €3 million over the next three years towards helping to preserve the Arctic home of polar bears. The funds raised will help in a variety of ways, including conservation planning for the Last Ice Area – an area of over 1.4 million square kilometers in northern Greenland and northern Canada – a region bigger than France and Spain combined.

The integrated campaign will launch at an event held at the Science Museum, London on 17th January with a new TV ad hitting screens from 2nd February.Further amplification around the campaign will also be seen across print advertising and the famous Piccadilly Circus sign, as well as digital elements including a dedicated website and social media activity.

To help further bring the Arctic closer to home for consumers, more than 300 million Coca-Cola cans packs across Europe will also feature the image of a mother polar bear and her two cubs making their way across the Arctic.

Arctic Home forms part of a global partnership between Coca-Cola and WWF. The project will also raise awareness of how the Arctic is being affected by climate change, with it currently warming twice as fast as the global average and sea ice is disappearing at a rate of about 11% each decade.  This shrinking sea ice is threatening the future of the polar bear.

In the UK, Coca-Cola Enterprises, The Coca-Cola Company and WWF are also collaborating on a Water Replenishment Partnership to improve the quality and quantity of water in two river catchment areas in Norfolk and South London which are of direct relevance to CCE's operations in Great Britain.

Zoe Howorth, Marketing Director for Coca-Cola GB said: “Polar bears have been a much-loved part of Coca-Cola’s iconic advertising for over 90 years and because of our strong tie with them we want to help create a future for them and their Arctic home.  For the last few years, we’ve worked with WWF firstly through the Polar Bear Support Fund and more recently via the launch of Arctic Home in North America, to help conserve polar bears home in the Arctic. We are really excited to be building on this partnership with the launch of the Arctic Home campaign here in the UK. We believe that by combining our two organisations’ strengths and resources with the support and involvement of the general public, we’ll be able to go beyond what we each could achieve on our own.”

David Nussbaum, Chief Executive for WWF-UK said: “Climate warming is causing a rapid melting of the sea ice on which polar bears and other Arctic species depend. It is predicted that the summer sea ice will virtually disappear within a generation. As the ice continues to melt, polar bears will increasingly struggle to hunt to keep themselves and their cubs alive over the summer months. The roll out of the Arctic Home campaign with Coca-Cola in Europe is great news as it gives us a real opportunity to raise mass awareness about the threats to the Arctic and vital funds to help us tackle some of the challenges being faced. It’s only through working in partnership that sustainable change will take place: we believe that if we all act now, together we can protect the home of the Arctic polar bear.” 

Coca-Cola and WWF are calling for everyone to find out more, get involved or donate by visiting

Click here to see the project page on the WWF website.

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