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Coca-Cola joins with WWF to help protect its mascot

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By Ishbel Macleod, PR and social media consultant

October 25, 2011 | 2 min read

Coca-Cola is joining with the World Wildlife Fund (WWF) in America to help protect the Arctic home of its mascot, the polar bear.

Coca-Cola is turning its iconic red cans white in celebration of the polar bear and committing up to $3 million to WWF's polar bear conservation efforts. It is also asking fans in the U.S. to join the "Arctic Home" campaign by texting donations.

Coca-Cola is making an initial donation of $2 million to WWF and inviting others to join the effort. Consumers are invited to text the package code to 357357 to donate $1 to WWF. They also can donate online at ArcticHome.com, starting 1 November. Coca-Cola will match all donations made with a package code by 15 March 2012, up to a total of $1 million.

Muhtar Kent, chairman and CEO of The Coca-Cola Company, said: "We want to help the polar bear -- a beloved Coca-Cola icon since 1922 -- by helping conserve its Arctic habitat.

"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 and WWF also have partnered with 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.

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