Coca-Cola Arctic Home

Throughout the year, Coca-Cola has been a brand we looked to for excellence in advertising. This week, as we are discussing strategic philanthropy, Coke remains at the front of the pack. This ad caught my attention last night during the previews at the movie theater, and I believe it is a very inspiring example of how brands can make a meaningful and creative connection with a cause.

Coca-Cola's Arctic Home campaign is meant to "raise awareness and funds to help create a safe haven for polar bears." Since the polar bear has been a long-standing icon of the Coca-Cola brand, this relationship is both logical and creative. Coca-Cola has done an amazing job positioning itself as a brand that cares, despite the fact that polar bears and soda have little to do with each other.

Overall, I think everyone can learn from this example of strategic philanthropy. This advertisment focuses on the cause as a main point and therefore makes Coca-Cola seem very sincere and genuine. Furthermore, the link between polar bears and Coca-Cola's previous campaigns is pleasing and recognizable for the audience. I was certainly impressed by Coca-Cola's creativity and will be looking for the white cans and bottle lids the next time I go shopping.