Coca-Cola is bringing back its much-loved iconic polar bears to our screens as part of a new integrated campaign. The 30-second TVC and supporting activity aims to encourage brand love and celebrate togetherness this winter. 

The content-rich campaign builds the light-hearted and fun tale of a family of polar bears through an initial 30-second TVC, national outdoor advertising, Sky 1 channel partnership and exclusive Arctic themed downloads. The campaign also marks a return to the much-loved polar bears for the Coca-Cola brand, after appearing across various advertising campaigns for the past 90 years.

To celebrate, a 30 second animated TVC, entitled Snow Bear, will launch from New Years Day, bringing to life the iconic polar bears.  The TVC shows a family of polar bears in the Arctic, working together to make a snow bear. It includes the tag line 'Open Happiness' in order to drive awareness and capture the optimism, positivity and inspiration of the brand.
Coca‑Cola has also collaborated with legendary film director Ridley Scott (Alien, Gladiator, Prometheus) to create a special extended 6 minute edition to introduce and give consumers an opportunity to engage with the polar bear family which will be available on YouTube and Coke Zone. The integrated campaign will also be supported further through the Piccadilly Sign, outdoor advertisements and digital elements including free wallpaper downloads on Coke Zone.

The polar bears will also be appearing over Sky 1 from 1st January for four weeks, with edited indents from the 6-minute film appearing during peak-time shows throughout the week. These will portray the humour, personality and warmth of the polar bear family and is the first time Sky 1 has teamed up with a brand for a sponsorship campaign running across peak-time programming.

Zoe Howorth, Marketing Director for Coca-Cola Great Britain says: “We are excited to be bringing back a much-loved Coca-Cola icon this New Year. The animated polar bears epitomise the cheerful, heart-warming atmosphere that Coca-Cola is hoping to bring to many families this winter. The polar bears are a key part of Coke’s advertising heritage, appearing across much loved campaigns dating back 90 years.”

For further information contact:
Katherine Dempsey – kdempsey@lexisagency.com  / 0207 908 6402

Notes to Editors:

About Coca-Cola Great Britain:
Coca-Cola Great Britain is responsible for marketing 21 brands and over 100 products to consumers across Great Britain, focusing upon developing new brands, extending existing brands and protecting trademarks including Coca-Cola (recognised as the world’s most valuable brand).  Other Coca-Cola Great Britain brands include Diet Coke, Coke Zero, Fanta, Sprite, Dr Pepper, Oasis, Glaceau vitaminwater, Oasis, Schweppes, 5 Alive, Lilt, Kia Ora, Relentless Energy Drink and Powerade. The Coca-Cola Great Britain portfolio is worth £1,998 million with value sales growth of 8.4% year on year.  Within in this the My Coke trilogy (Coca-Cola, Diet Coke and Coke Zero) is worth £1,150 million, growing at 6.4% in value year on year (Neilsen, w/c 11/02/12).  Coca-Cola Great Britain is committed to developing innovative, responsible and sustainable initiatives that help protect the environment.  Recently the company launched its PlantBottle™ plastic made from up to 22.5% plant-based materials and up to 25% recycled plastic as the latest step on its journey towards petroleum-free plastic. For more information about Coca-Cola in Great Britain, please visit our website at http://www.coca-cola.co.uk.