Polar bears have been Coca-Cola’s for almost a century, and now they really need the brand to help save the endangered animals from extinction. The iconic brand has teamed up with WWF, its longstanding partner in nature focused activities, to launch the new campaign dubbed Arctic Home, encouraging people across the USA to contribute to the polar bear conservation effort during winter season. The brand is making the initial donation of $2 million to WWF, hoping to raise up to $1 million through consumer texting donations. To spread the message across the nation, the brand is changing its visual identity—for the period of the campaign, which is running from November 2011 till March 2012, the iconic red cans will become white with the red ‘Coca-Cola’ inscription and polar bears (a mother bear and her two cubs), and other drinks from the company’s portfolio will get white caps.