The International Polar Year conference (IPY) is not just about polar science, but also innovative approaches to conservation. Yesterday, WWF staff had an opportunity to speak about the wildly successful Arctic Home campaign.
This partnership between WWF and Coke turned the company’s familiar polar bear marketing campaign into a boon for the bears. Polar bears adorned every Coke can in North America during fall and winter 2012, encouraging the public to make a donation that would be matched dollar-for-dollar. A spokesman for Coca-Cola Canada called Arctic Home the most successful campaign they’ve ever done.
Watch WWF-Canada’s Julia Dutkay discuss the success of Arctic Home: