Beverage Industry

Cans for a cause

December 13, 2011
Coca-cola group

The Coca-Cola Co., in collaboration with the World Wildlife Fund (WWF), turned its iconic red cans white in support of providing help to protect polar bears’ Arctic habitat. The cans feature the image of a mother bear and her two cubs traveling across the Arctic below the brand’s signature script logo printed in red. Bottles of Coca-Cola brands will feature white caps in support of the cause. The Coca-Cola Co. is making an initial donation of $2 million to WWF. Each package will carry a code that consumers can text to donate $1 to WWF. The Coca-Cola Co. will match all donations made with a package code by March 15, up to a total of $1 million. The white packaging will be available on store shelves through February.