Coca-Cola Co. is turning its red cans white to help draw attention to a campaign to protect polar bears and their habitats.
Coca-Cola is giving $2 million to the World Wildlife Fund to support its work on polar bear protection. The two organizations are encouraging consumers to donate $1 and the beverage maker has agreed to give another $1 million to match these contributions.
The company said 1.4 billion of the white cans, along with white bottle caps on several products, will hit store shelves Nov. 1. The white cans will feature an image of a mother polar bear and her two cubs.
The "Arctic Home" campaign is designed to encourage people to learn about and help protect the polar bear's Arctic home. Funds raised will support the World Wildlife Fund's polar bear conservation work, which includes working with local communities, supporting cutting-edge research and carrying out other conservation work.
Coca-Cola has made a push for several years to protect polar bears, which have been a part of their advertising for years. The company, based in Atlanta, donated $1 million to the World Wildlife Fund for polar bear conservation over the last four years.