Those cuddly polar bears are a staple of Coca-Cola’s ad campaigns
around the holidays. And this year, the world’s largest cola producer decided to pay homage
to the threatened species. For the first time in 125 years, the iconic
red can went white. The campaign, launched in late October, was supposed
to run for four months, through the end of February. But the people
have spoken, and the white cans’ run has been halted way ahead of
schedule.
You’d think after their past failures, Coca-Cola would be hesitant to
mess with its image. But the plight of the polar bears convinced Coke
to switch it up, with the company pledging up to $3 million to the World
Wildlife Fund for conservation efforts. The message is, without a
doubt, an admirable one — but it might not have been a clear one.
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