Editor's note: Coca-Cola has introduced a second limited-edition Arctic Home can, which features the same polar bears with a red background, in response to negative customer feedback. According to the Wall Street Journal, customers in convenience stores were confused by the similarity between the special white cans and the traditional silver Diet Coke can.
Coca-Cola is ditching its iconic red cans next month as part of a fundraising campaign to protect the polar bears' Arctic habitat. The Arctic Home campaign, a joint effort between Coca-Cola and the World Wildlife Fund, will call upon Coca-Cola consumers to donate $1 via a simple text message.
While Coca-Cola has worked on conservation projects before, the company has never gone so far as to change its iconic red can to help draw awareness to a campaign.
"We want to help the polar bear — a beloved Coca-Cola icon since 1922 — by helping conserve its Arctic habitat," said Muhtar Kent, chairman and CEO of The Coca-Cola Company. "That's why we're using one of our greatest assets — our flagship brand, Coca-Cola — to raise awareness for this important cause. And by partnering with WWF, we can truly make a positive difference for these majestic animals."
Coca-Cola will be manufacturing more than 1.4 billion white Coke cans for the campaign; the new cans should start appearing on store shelves next week. In addition to the white cans, other Coca-Cola products will feature white bottle caps including bottles of Coke, Diet Coke, Coke Zero, Sprite, Nestea and Minute Maid products.
The company is committed to raising up to $3 million between Nov. 1, 2011 and March 15, 2012. Coca-Cola kicked off the Arctic Home campaign by donating $2 million and will match the first $1 million in public donations.
Donating to the campaign is simple. Customers who purchase a special white Coca-Cola product simply text the package code to 357357 and $1 will be donated to the World Wildlife Fund.
For more information on the campaign, please visit the Arctic Home webpage.