"The Arctic Home campaign has big potential," said John Sicher, publisher and editor of Beverage-Digest. "It is dramatic, in that Coke is changing the color of its cans, and impactful packaging is an important marketing tool in the beverage business. Plus the campaign supports a worthy cause, making people feel good about the brand."
Suzanne Apple, the WWF's vice president of business and industry, said Coke's support gives the group exposure it could never generate on its own.
"We don't have the ability to reach the kind of customer Coke can," she said. "That is absolutely the magic of this partnership."