A great aspect of the Arctic Home effort is the public’s ability to join Coca-Cola and World Wildlife Fund in making a real difference in the Arctic for only a dollar – and to be able to do that by simply sending a text via mobile device. These posters were created to illustrate how our collective texts (illustrated by thumbprints) can protect the polar bear and its Arctic habitat in a striking, graphic manner. All those thumbs, and the texts they send, can add up to something amazing – ensuring a future for the polar bear.
The more you text, the more you can protect #1, 2012
The more you text, the more you can protect #2, 2012
The more you text, the more you can protect #3, 2012
At first blush, the campaign is just another take on the brand’s classic arctic mascots—the polar bears. But the whole concept is built out around tying into the game itself, in real time—aiming to enhance the overall experience by adding a little topical extra entertainment value. The TV work focuses on two polar bears, chilling out on their “snowfa” and watching the game, rooting for opposite teams. Each sports a colored scarf that denotes its wearer’s allegiance—red and white for the Giants, blue and white for the Patriots.
The battle of the cola brands has had many flavours over the years, with television commercials depicting vending machines spewing cans of Coke and Pepsi at each other, ads with bottles wielding boxing gloves. This summer the stakes have been ratcheted even higher.
PepsiCo, notorious for poking fun at its bigger rival, Coca-Cola, has launched television advertisements casting Santa Claus and polar bears, classic Coke mascots, as converts to Pepsi’s core cola brand.
In 1993, the Coca-Cola Polar Bear had its debut. The ad campaign was a major success. The Coca-Cola Company made a dramatic shift in its advertising by introducing the “Always Coca-Cola” campaign.
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