Coca Cola and WWF announce new Arctic campaign

Coca Cola and WWF are once again joining forces to raise awareness and funds to save the Arctic from further environmental degradation.

The partnership sees Coke setting aside $4 million over the next three years to support WWF’s new Arctic Home project.

A marketing campaign will feature 300 million drinks cans packs with the image of a mother polar bear and her two cubs making their way across the Arctic.

A core aim of the project is to raise awareness of how the Arctic is being affected by climate change.

The region is warming twice as fast as the global average and sea ice is disappearing at a rate of about 11% each decade, threatening the future of the polar bear.

“It’s only through working in partnership that sustainable change will take place: we believe that if we all act now, together we can protect the home of the Arctic polar bear,” said David Nussbaum, Chief Executive for WWF-UK.

VIDEO: Why do Coke and WWF think the Arctic is worth saving?