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After years of having polar bears shill holiday cheer, Coca-Cola returns the favour

After years of having polar bears shill holiday cheer, Coca-Cola returns the favour

We’d like to high-five someone over at the World Wildlife Fund for this creative, environmentally friendly and somewhat strange partnership: Coca-Cola announced today it will swap the colours on its cans over the holidays to help protect polar bears. The soda brand is participating in the World Wildlife Fund’s “Arctic Home” campaign, which raises funds to safeguard polar bear habitats in Canada’s North, with Coca-Cola contributing $2 million to the WWF over the next five years. Coke will also match consumer donations made to the campaign until March 15, 2012, up to $1 million. “The polar bear and the rugged Arctic are enduring symbols of the Canadian North,” Coca-Cola president Nicola Kettlitz said in a statement. “For Coca-Cola, the polar bear is especially near and dear to our hearts.” Given that the company’s been more than happy to use the cuddly bears for their Christmastime ads over the years, presumably they have some stake in making sure they stick around.

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