Posted on 25 October 2011
Polar bear
© Kevin Schafer / WWF

(TORONTO, October 25, 2011) –White is the new red. This holiday season, Coca-Cola is changing the colour of its iconic red can for a cause in honour of the polar bear. The “Arctic Home” campaign will help raise awareness and funds to support World Wildlife Fund (WWF) efforts to protect the polar bear’s habitat.


With nearly two-thirds of the world’s polar bears living in Canada, this Arctic species is an important part of our ecosystem and culture. Coca-Cola will contribute $2 million to WWF over the next five years, and through the “Arctic Home” campaign, will match consumer donations made until March 15, 2012, up to $1 million USD. Canadians can visit iCoke.ca to make their donation. Funds raised will go toward WWF’s polar bear conservation work – for their survival today and into the future.


“The polar bear and the rugged Arctic are enduring symbols of the Canadian north. For Coca-Cola, the polar bear is especially near and dear to our hearts, appearing for decades in our holiday advertising,” said Nicola Kettlitz, President of Coca-Cola Ltd. “‘Arctic Home’ strengthens our commitment to the polar bear, our focus on building sustainable business practices, and our dedication to making a positive difference in the world.”


“Arctic Home” Funds to Support WWF’s Polar Bear Conservation Efforts


WWF has a vision to help protect the polar bear’s home. This includes working with local residents to manage an area high in the Arctic where the summer sea ice will likely persist the longest. This area could provide a habitat for the polar bear while protecting the cultural and economic needs of local peoples.


“This campaign is about working together to save one of the most important places on Earth,” said Gerald Butts, President and CEO of World Wildlife Fund. “As sea ice continues to melt at alarming rates, polar bears and local communities alike are threatened. With Coca-Cola’s support, we can expand our reach and impact to help chart a sustainable future for this critical Arctic ecosystem.”


On iCoke.ca, visitors can explore, experience and learn about the polar bear and its Arctic home. They can watch video chats with WWF scientists, track virtual polar bear sightings, and make donations online.

Coca-Cola Ads with Arctic IMAX® Film Footage Inspire Action


Coca-Cola and WWF also have partnered with Academy Award® nominated filmmakers MacGillivray Freeman Films, which is working with Warner Bros. Pictures and IMAX Corporation to co-produce the new IMAX® film To The Arctic 3D, scheduled for release in 2012. Coca-Cola’s “Arctic Home” television commercials and content on the website ArcticHome.com feature sneak preview footage from the film.


Producer Shaun MacGillivray said the film brings the polar bear story to life: “Filming To The Arctic was an extraordinary journey.  It makes perfect sense for our footage to be a part of ‘Arctic Home’, inspiring action to protect the bears.”

Television commercials and content on the iCoke.ca website feature sneak preview footage from the film. Scheduled for release in 2012, the film follows a mother polar bear and her cubs as they navigate the changing Arctic landscape.

“Arctic Home” extends Coca-Cola’s support of WWF’s polar bear conservation efforts, and builds upon the organizations’ global partnership focused on freshwater conservation. Together, Coca-Cola and WWF have worked to conserve freshwater resources around the world, use water more efficiently and hold down carbon emissions in Coca-Cola’s manufacturing operations. Additionally, they are working to promote sustainable agriculture in the company’s supply chain. By combining international strengths and resources, Coca-Cola and WWF are able to go beyond what each organization could achieve on its own.

“Arctic Home” is another expression of the Coca-Cola Live Positively philosophy to make a positive difference in the world through sustainable business practices. For more information and to donate, visit iCoke.ca


About WWF

WWF is creating solutions to the most serious conservation challenges facing our planet, helping people and nature thrive. www.wwf.ca

MacGillivray Freeman Films     

MacGillivray Freeman Films is the world’s best-selling independent filmmaker of films for IMAX and other giant-screen theatres with more than 35 giant-screen films to its credit.  Throughout the company’s 40-year history, its films have won numerous international awards including two Academy Award® nominations for Best Documentary Short Subject.  The company’s blockbuster film Everest remains the top-grossing giant-screen film in history. To The Arctic 3D follows in the company’s long tradition of producing films that call attention to important issues in the natural world.  It is the first film presentation of One World One Ocean, a multi-year, multi-platform non-profit campaign established by company founder Greg MacGillivray to spark a global movement to protect the world’s oceans.

For more information, visit www.oneworldoneocean.org/tothearctic

About Coca-Cola Canada

Coca-Cola Canada operates in all ten provinces, employing 6,300 people in more than 50 facilities, including seven production facilities, across Canada. We offer a wide variety of non-alcoholic brands; these beverages include sparkling soft drinks, still waters, juices and fruit beverages, sports drinks, energy drinks, coffees and ready-to-drink teas. We're proud to offer some of the most popular brands in Canada including Coca-Cola®, Diet Coke®, Coke Zero®, Sprite®, Fanta®, Nestea®, PowerAde®, Minute Maid®, Dasani® and vitaminwater®. Coca-Cola in Canada is represented by Coca-Cola Refreshments Canada and Coca-Cola Ltd.



Jordana Wolch / Sandra De Carvalho

416-969-2666 / 416-969-2705

jwolch@environicspr.com / sdecarvalho@environicspr.com

Riannon John, WWF 416-347-1894, rjohn@wwfcanada.org

Lori Rick, MacGillivray Freeman Films, 818-212-3434, lrick@macfreefilms.com


Polar bear
© Kevin Schafer / WWF Enlarge