In 125 years, the Coke can has never changed colors. Sure, during the SuperBowl, one will see footballs on one side, but there is always the red can with the white insignia. For this year's holiday season, however, Coca Cola cans are going white for the polar bears. I for one can look back fondly on the winter Coke commercials with the polar bears from when I was a child, and now they are trying to save the beloved creature. These white cans give consumers more incentive to buy this holiday season, and demand is expected to rise with these white cans. Also, the company is teaming up with World Wildlife Fund (WWF) in this endeavor, and is supplying 4.1 billion white Coca Cola cans. Along with this, Coke is donating $2 million and giving consumers incentive to donate by matching all consumer donations up to $1 million, all to the World Wildlife Fund. According to Carter Roberts, WWF's CEO and founder, " Coke has made a kind of foundational commitment that has never before been seen in our history. They're taking their biggest promotional season and dedicating it to this cause." Clearly, Coke is using their always creative and popular marketing skills to a good cause. This is beginning to be desperately needed, as the WWF is attempting to move the polar bears to areas of the Arctic which are less vulnerable to global warming, giving the speicies time to adapt. All this work effort will take a lot of research, which couldn't be accomplished without Coke's generous donation this holiday season. So, consumers, get thirsty and get ready to propose a toast to the polar bears with your white Coke cans.