Why is there a polar bear label on cans of coke now?

This is a public welfare activity, using Coca-Cola's costume to protect polar bears and promote public welfare. For Coca-Cola, polar bears are not just stupid Arctic overlords. This lovely animal has been publicized by Coca-Cola for many times, and even became one of the important reasons why it is popular all over the world. The image of polar bear first appeared in the print advertisement of Coca-Cola in France in 1922, and then appeared several times. Until 1993, Coca-Cola Company was faced with the situation that advertising lost its originality and fell into a stale situation. They found CAA, a famous think tank company in new york, and with their help, they launched a series of advertisements, including 27 advertisements with different design styles, aimed at different target consumers. One of them, Northern Lights, is even more impressive: on the polar Iceland, a white polar bear walks into a group of relatives and sits quietly, as if waiting for something. Suddenly, the sky was shocked by a bright aurora. The polar bear raised the Coca-Cola bottle in his hand and drank it in one breath, giving a sigh of satisfaction of "mu ~ ~", revealing quite a lot of "ah". The polar bear in the advertisement is an animated image close to the real animal. Since then, it has become the most popular symbol of Coca-Cola. In the next few months, these polar bears have a new mission. The beverage giant cooperated with the World Wide Fund for Nature (WWF) to help it raise millions of dollars for polar bear protection projects. Speaking of the origin of this cooperation, Pio Schunker, senior vice president of integrated marketing of Coca-Cola Company, revealed that MacGillivray Freeman Films of the United States has been shooting polar bear documentaries in the Arctic for the past few years. The company contacted Coca-Cola to inquire about its cooperation intention. Since then, Coca-Cola and its creative agency Leo Boehner have been planning specific promotion strategies. To this end, we have also terminated the ongoing TV publicity activities in order to integrate MFF films into our TV advertisements and spread them to the public through the Internet and other channels. "Schunker said," We have been deliberately distinguishing between real polar bears and our animated polar bears to make it clear that this effort is to help WW choke protect polar bears. "MFF Pictures, Warner Bros. and IMAX, a world-class entertainment technology company, will release the 3D film" To the Arctic 3D "in 20 12. Starting from 1 14, a 30-second TV advertisement based on movie clips will be launched, and there will be a batch of 15. According to Katie Bayne, president and general manager of Coca-Cola carbonated drinks, Coca-Cola's advertising campaign named "Arctic Home" has been planned for 65,438+08 months and has been integrated into all product lines of Coca-Cola. The new website opened for this purpose has placed a number of 3D short films, which are the real life scenes of polar bears shot by photographers in the wild. Electronic billboards, mobile phones, tablets, social media, in-store posters, traditional media and other communication channels in Times Square in new york have been replaced by advertisements with Arctic flavor. However, the most intuitive carrier is product packaging. It is reported that since 1 1, more than1.400 million coke cans, which were not counted by Turner Duckworth, a top European design company, have been put into Canadian and American markets, with a large number, aiming at arousing large-scale attention and national sensation. These coca-cola bottle cans with a mother bear and two cubs printed on a white background not only spread the importance of protecting polar bear habitats to consumers, but also donated 1 USD to WWF for each can they bought, and the sales activities continued until February 20 12. In addition, Coca-Cola brands such as bottled Coke, Diet Coke, Coke Zero, Sprite, Nestle and Meiyuan sold in North America will also be unveiled with white caps. At present, it is the gold sales time before the festival. Through investigation, Coca-Cola Company found that many parents hope to teach their children the truth of giving back to society when the festival comes. According to Bayne, the biggest difference of this activity lies in the diversity of its participation channels. For example, the company also reached an agreement with mobile operators to reduce the minimum amount of SMS donations from 10 to 1 0, so that more people can pay attention to public welfare activities to protect polar bears. Source: advertiser market observation