This is a public welfare activity, to protect polar bears, and Coca-Cola changes clothes to promote public welfare. For Coca-Cola, polar bears are more than just the embarrassing overlord of the Arctic. This lovely animal has been advertised by Coca-Cola for many times, and even become one of the important reasons why it is popular all over the world. The image of polar bear first appeared in Coca-Cola's print advertisement in France in 1922, and has appeared several times since then. Until 1993, the Coca-Cola Company was faced with the situation that the advertisements were losing their originality and getting stale. They found CAA, a famous think tank company in new york, and with their help, they launched a series of advertisements "Always Coca-cola", including 27 advertisements with different designs and styles, which were aimed at different target consumers. One of them, "NorthernLights", is even more impressive: on the polar Iceland, a white polar bear walked into a group of relatives, sat down quietly, and seemed to be waiting for something. Suddenly, the sky was shocked by a bright aurora, and the polar bears lifted the Coca-Cola bottle in their hands and drank it all at once, giving a satisfied sigh of "mu ~ ~" and revealing quite a bit of ". 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 task. The beverage giant cooperates with the World Wide Fund for Nature (WWF), hoping to help it raise millions of dollars for the polar bear protection project. 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 filming polar bear documentaries in the Arctic for the past few years. The company contacted Coca-Cola and asked about its cooperation intention. Since then, Coca-Cola and its creative agency Leo Burnett have started to plan specific promotion strategies. "To this end, we also terminated the ongoing TV promotion activities, so as to integrate MFF's films into our TV advertisements and spread them to the public through the Internet and other channels." Schunker said, "We have been deliberately distinguishing the real polar bear from our animated polar bear to make it clear that this effort is to help WW choke to protect polar bears." MFF Pictures, Warner Bros. and IMAX***, a world-class entertainment technology company, are working together to release the 3D film "To TheArctic 3D" in 212. A 3-second TV commercial based on film clips will be launched on November 14th, and there are also a number of 15-second advertisements and videos to introduce consumers to the different focuses of this charity event. According to Katie Bayne, president and general manager of Coca-Cola carbonated beverages, Coca-Cola's advertising campaign called "Arctic Home" has been planned for 18 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 life scenes of the real polar bear photographed by photographers in the wild. Other communication channels, such as electronic billboards, mobile phones, tablet computers, social media, in-store posters and traditional media in Times Square, new york, have been replaced by advertisements with Arctic customs. However, the most intuitive carrier is still product packaging. It is reported that more than 14 million coke cans designed by Turner Duckworth, a top European design company, have been put into the Canadian and American markets since November 1, and the number is so large that it aims to arouse 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 US dollar to WWF for each can they bought, and the sales activities continued until February 212. In addition, Coca-Cola brands such as bottled Coke, Diet Coke, Coke Zero, Sprite, Nestle, and Beauty Source sold in North America will also show their new faces with white caps. At present, it is the golden sales time before the holiday. Through investigation, Coca-Cola Company found that many parents hope to teach their children the truth of repaying the society when the holiday 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 $1 to $1, so that more people can pay attention to public welfare activities to protect polar bears. Source: Advertiser Market Watch