My oh my hasn't Coca-Cola been busy... Perhaps it has looked closely at the witch hunt of tax dodging global corporations such as Starbucks and Amazon, and figured they needed to up their corporate social responsibility (CSR) activity?
The soft drinks giant has partnered with environmental charity WWF for a pan-European 'Arctic Home' scheme to invest in Arctic conversation projects and raise awareness of the plight of polar bears, an animal which has appeared in the brand's ads for almost a century.
The scheme will see Coca-Cola donate £3 million each year to help protect the polar bear population and support WWF's lobbying of international governments.
Whichever reason, it is good news that investment is being made to put a spotlight on the challenges that are facing the white kings of the north, which are facing extinction if the polar ice continues to melt. The funding will be spent on researching polar bear numbers, helping local communities to live harmoniously with the animals and encourage governments to do something.
Polar bear conservation - coming to a coke can near you!
[via Marketing Magazine]