Coca-Cola and WWF have joined forces in a new project to raise awareness and funds to save the home of the polar bear and create a positive future for the Arctic.

Called Arctic Home, the project will use WWF’s scientific network and conservation expertise along with Coca-Cola’s marketing experience and resources to bring the plight of the polar bear closer to home for millions of consumers.

The polar bear has been a long-standing icon across Coca-Cola advertising for years which is why the brand is pledging 3m over the next three years towards helping preserve their Arctic home. A new TV campaign hits screens this month. There is also print advertising.

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