Campaign: Arctic Home
Nonprofit Partner: World Wildlife Foundation
Launch Date: November 1, 2011[/box]
Coke will turn its iconic red cans arctic white this holiday season in support of arctic habitats for the brand’s beloved polar bear in a new cause marketing campaign. Bottle caps will also turn white on other Coke-owned products for the effort. The company will donate $2 million to WWF and match up to $1 million more when consumers text a package code to 357357 to make their own $1 donation. Consumers may also donate online at ArcticHome.com.
This is a fantastic example of a fully integrated cause marketing campaign. From product design to consumer engagement, Coke’s Arctic Home effort is sure to make an impression this holiday season. Of particular interest is the fact that Coke negotiated with mobile carriers to lower the minimum donation from $10 to $1 to make the campaign more accessible. It will be an interesting test to see whether consumers will take the extra step to text the package code in order to secure a donation match.