Coke’s Eagan operation: A new energy-efficiency model
Coke’s iconic polar bears have always beggared the question as to what they were doing to save their habitat. Apparently they are trying a few things, see below.
love those bears. They are harmless and cuddly, there on the screen. They seem to have feelings. They love their children, and they drink Coca-Cola from bottles while sliding down snowdrifts, just for the fun of it. They smile a lot. They are not the 10-foot-tall, 1,200-pound, blood-smeared beasts I’ve seen in person, from a distance of 10 feet. And the Coca-Cola polar bears are not on the endangered species list.
This puts Coca-Cola in a strange position. Coke’s iconic polar bears are on the endangered species list because their habitat is disappearing. The government says humans are changing the climate by burning too much fossil fuel. Coca-Cola uses a lot of fossil fuel to make its products and ship them all over the world.
So, to protect its image and the image of its image, it has dedicated a portion of its sales to the protection of the polar bear. That kind of thing is common in the world of corporate branding. But how can any company protect nature while doing things that threaten to destroy nature? Coke has figured that out, too. And by so doing, may open a dialogue between industrialists and environmentalists. Coca-Cola has figured out how to conserve water, conserve energy and pollute less while making more money in the process.