ATLANTA — Coca-Cola is turning its cola cans white this holiday season to benefit the World Wildlife Fund. The company is committing up to $3 million to WWF’s polar bear conservation efforts and is asking fans in the United States to join the “Arctic Home” campaign by texting donations to help protect polar bear habitats. The polar bear has been used as a Coca-Cola icon since 1922.
For the first time in the history of the brand, the red background on cans was replaced in November with an all-white panorama featuring a mother bear and her cubs. The packaging will appear until February 2012.