In a project called Arctic Home, Coke plans to turn 1.4 billion of its soft-drink cans white for the first time in its history, replacing the familiar red with an image of a mother polar bear and two cubs making their way across the Arctic. There will also be white bottle caps on other drinks the company sells. The new look is to show up on store shelves from November 1 through February 2012.
The whole point is to raise money to protect a far-north area where summer sea ice will probably persist the longest, WWF and Coke said in a statement. The Arctic Home plan is to work with local residents to manage as much as 500,000 square miles of territory to provide a home for polar bears.
“Polar bears inspire the imagination,” Carter Roberts, CEO and president of WWF, said in a statement. “They’re massive, powerful, beautiful and they live nowhere else except the Arctic. Their lives are intimately bound up with sea ice, which is now melting at an alarming rate. By working with Coca-Cola, we can raise the profile of polar bears and what they’re facing, and most importantly, engage people to work with us, to help protect their home.”
Photo credits: REUTERS/Geoff York/World Wildlife Fund (World Wildlife Fund photograph taken along the western shore of Hudson Bay in November 2010 shows a female polar bear with two cubs near Churchill, Canada, in this image released to Reuters on February 9, 2011.
New Coke cans (World Wildlife Fund/Coca-Cola)