Coca-Cola partnered with the World Wildlife Fund (WWF) in 2011 to launch a campaign to raise awareness and funds to protect polar bears. As part of the partnership, Coca-Cola committed $2 million and agreed to match up to $1 million in consumer donations made through texting codes from product packages. The campaign goals were to raise $1 million for WWF polar bear conservation efforts, increase sales of Coca-Cola products by 5%, and increase awareness of polar bear endangerment and WWF conservation work by 10% by February 2013. The campaign utilized promotional packaging, advertising, in-store displays, and an IMAX film to encourage donations and highlight the threats polar bears face from habitat loss.

1. Molly Alexander
Lauren Halabi
Heather Mooren
Brittany Taylor &
Ardranna Weatherspoon 4/18/13

3. Coca-Cola WWF
◦ John Pemberton, inventor
◦ Asa Griggs Candler
◦ 94% of the world
recognizes Coke
branding (1)
◦ First polar bear print ad
appeared in France in
1922
◦ “To create value and
make a difference.”(2)
o Founded in 1961
o Limited amount of
organizations dedicated to
meeting conservation
needs
o Morges Manifesto
o 10 billion dollars for
13,000 conservation
projects (4)

4.  Builds upon existing relationship focused on
freshwater conservation
 Launched in 2011
 Furthering WWF’s efforts to protect the Arctic by
surveying polar bear populations and model future
ice conditions
 $2 million contribution commitment and match up to
$1 million of consumer donations (made through
package codes) (3)

5.  To raise up to $1 million in consumer donations
for WWF’s efforts to help polar bears thrive in the
Arctic by Feb. 15, 2013.
 Increase product line sales by 5% throughout the
holiday season (Nov. 15, 2012-Feb. 15, 2013).
 To increase awareness of polar bear
endangerment due to habitat loss by Feb.
15, 2013.
 To increase awareness of WWF’s efforts in
conservation by 10%, in particular for the polar
bear and Arctic ice caps.

6.  Action
◦ Organizational performance
 Live Positively Philosophy
◦ Audience Participation
 Text code to donate
 Virtual Artic Parcel
◦ Develop Coalition
 Continued with WWF
 Communication
◦ Publicity
 Retail, entertainment and restaurant partners
 IMAX Film To the Artic 3D (5)
 Transparency
 Annual social and sustainability reports (3)

7. ◦ Website and social media
◦ IMAX partnership
◦ New print and digital ads
◦ In store promotions
◦ Change the color and design of the Coke can
◦ Change the color of other product caps

8.  Coca-Cola drinkers
 Soda drinkers
 Animal/Habitat Conservationists
 Active publics willing to text in and donate

9.  Ethos
◦ Website tab with poplar bears and researchers
 Logos
◦ Website tab with artic, field work and statistics
 Pathos
◦ Love appeal
◦ Guilt appeal

10.  Strengths:
◦ Great way to increase sales, as well as
corporate social responsibility
◦ Matching donations and contributing an
additional $400,000
◦ “Texting the package code” idea
 Weaknesses:
◦ Should have raised more awareness before
launching the campaign
◦ Reciprocity
◦ Research

11.  Build on success:
◦ Keep partnership with WWF
◦ Incorporate other social media outlets
◦ Increase monetary goals
 Address weaknesses:
◦ Minimum donation amount
◦ Did not reach donation goal
◦ Incorporate text code on all packaging
◦ Extend promotional coke can availability and duration
of the campaign
◦ Pretest packaging

12. 1. Authors. (2013) Coke and Steel Moist. Retreived from:
http://steelmediainc.com/case-studies/22/coke/
2. Conversations Staff. (2012, 1 12). The enduring history of coca-cola's
polar bears. Retrieved from
http://www.coca-colacomapny.com/stories/coke-lore-polar-bears
3. Authors. (2013) Welcome to the arctic. Retrieved from:
http://www.arctichome.com/showLBE.do?id=arcticHome&type=pillar&size=3&ex
p=html&
4. Authors. (2013). Retrieved from:
http://worldwildlife.org/about
5. Zmuda, N. (2011). Coca-cola gets real with polar bears. Retrieved from:
http://adage.com/article/cmo-strategy/coca-cola-polar-bears-
wwf-promo/230632