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Coca-Cola has made the decision to show its commitment to the environment by joining forces with the World Wildlife Fund to promote the Arctic Home project. As part of this effort, Coca-Cola will be changing its iconic red Coke can to white during the holiday season to raise awareness and money to find a safe haven for polar bears, listed as a threatened species because their icy Arctic habitat is melting due to climate change.
Coca-Cola has never before changed he color of the red can to support a cause. In addition, the company has pledged millions of dollars to fund research programs in Canada’s Arctic related to habitat and wildlife preservation.
“Polar bears inspire the imagination,” Carter Roberts, CEO and president of WWF, said in a statement. “They’re massive, powerful, beautiful and they live nowhere else except the Arctic. Their lives are intimately bound up with sea ice, which is now melting at an alarming rate. By working with Coca-Cola, we can raise the profile of polar bears and what they’re facing, and most importantly, engage people to work with us, to help protect their home.”