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
