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There’s been plenty of press around Coke’s upcoming shift to white cans and their action to support polar bears. Time ran a great piece on it, written on their blog…

Perhaps it’s a measure of the company’s dedication to the environment that Coca-Cola has decided to change the color of its iconic cans for the holiday season—white, to draw attention to the plight of the polar bear. Coke and the environmental group World Wildlife Fund (WWF) have joined together to promote the Arctic Home project, which will involve turning 1.4 billion Coke cans white, emblazoned with the image of a mother polar bear and her cubs pawing through the Arctic. There will also be white bottle caps on other Coke branded drinks, all running from the beginning of November to February. “In 125 years we’ve never changed the color of the Coke can,” says Katie Bayne, president and GM of Coca-Cola Sparking Beverages. “We really see this as a bold gesture.” (Read More: Time Blog)

I love that they’ve gone from featuring polar bears in their ads (to huge success) – did you know,Coca-Cola’s first polar bear print advertisement appeared in France in 1922? I only do from reading it on their corporate site, but it was what prompted the original Northern Lights ad

The site itself has just launched – over at – and it’s worth going for the intro video alone, which features some heart-warming polar bear footage and stunning shots of the arctic. Coke’s pledged a $1 million to match donations and you can donate independently.

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