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.”