Explore the History of Coca-Cola’s Polar Bears

Coca-Cola is perhaps the most popular soft drink in the world. The brand sells its products in more than 200 countries and territories and has appeared in movies and pop culture for decades. Years ago, the Coca-Cola polar bear emerged as the company mascot, making the brand even more iconic. But how did it come to be that a polar bear would represent a soft drink company?

Why Is the Polar Bear the Symbol for Coca-Cola?

The Coca-Cola Company writes that the first Coca-Cola polar bear appeared in a print ad in France in 1922. For the next 70 years, polar bears were used sporadically in the company’s advertisements. However, it wasn’t until the ’90s that the bear became a truly iconic mascot for the company.

The first Coca-Cola polar bear TV ad was a 1993 commercial titled “Northern Lights.” It was a part of the brand’s global “Always Coca‑Cola” campaign. In the ad, polar bears sip bottles of Coca-Cola while watching the aurora borealis in the sky above.

Creator Ken Stewart was inspired to create the ad by none other than his Labrador retriever, which reminded him of an adorable polar bear. Stewart thought about polar bears going to the movies and settled on them viewing their own “movie” (the aurora borealis) in the night sky for the ad.

Coca-Cola Polar Bears in Holiday Ads

The Coca-Cola polar bears’ on-screen debut was a big hit with audiences. They returned for an ad featured during the 1994 Winter Olympics. This time around, the bears slid down a luge and soared off a ski jump. The fluffy creatures also appeared on billboards and later in holiday ads.

Viewers have seen these adorable bears involved in a number of antics over the years. Commercials feature them selecting a Christmas tree, partying with penguins, and more. The Coca-Cola polar bears have even appeared in Super Bowl commercials.

Threats to Polar Bears

The Coca-Cola polar bear is a much more cuddly version than the real creatures that roam the Arctic. In the 21st century, it’s hard to ignore the dangers that these bears face.

Polar bears were officially declared a threatened species in 2008. These creatures are well adapted for life in the water, thanks to their webbed toes and fatty blubber, which keeps them warm.

Though they are classified as marine mammals, polar bears rely on sea ice to rest and as a vantage point while they hunt. Thanks to global warming, sea ice is melting away in the Arctic. According to the UCAR Center for Science Education, polar bears have recently been found drowned for the first time.

Since pieces of sea ice are becoming further apart, the bears must swim longer distances to get from one piece of ice to another. Even though they are excellent swimmers, some are unable to make the long journey and end up drowning.

Did Coca-Cola Remove the Polar Bear As Its Mascot?

In 2011, Coca-Cola decided to address the threat that global warming poses to polar bears. The company launched its “Arctic Home” campaign, explains No Lie Communications. Partnering with the World Wildlife Fund (WWF) Coca-Cola vowed to bring awareness to the threat climate change poses to polar bears.

Coca-Cola pledged to donate $2 million in donations to aid in polar bear conservation. Additionally, Ridley Scott produced a seven-minute short film as a part of the campaign for the protection of polar bears and their environment.

The company also briefly changed its drink cans from red to white with images of polar bears for the 2011 holiday season. However, due to consumer complaints, Coca-Cola eventually dropped the white cans.

In recent years, the company seems to have dropped the polar bear altogether in their ad campaigns. One of the last on-screen Coca-Cola ads featuring the cuddly bears aired in 2013. The commercial showed a polar bear family building a snowman, complete with a Coke bottle cap for the nose.

The Coca-Cola Company is reportedly still committed to raising money and awareness of climate change’s impact on the environment.

The photo featured at the top of this post is © Rich Polk / Getty/ via Getty Images