Furthermore, the strength of this campaign lies in offering global penetration in the markets, CSR initiative and an added value to the portfolio of sustainability and a highly beneficial support from a highly reputed authority that is world wildlife funding. The threats against this campaign were also many such as back lashing against the donations, dedication lack perceived as the company allocated small capital, causes related to seasonality and the company of Coca-Cola being one of those organizations which largely emit gases of green house (Leiss, et al., 2005). However, the campaign has surrounding opportunities as well such as the advantage of white space, new trend rising in the society regarding donation and widely spread acceptance of the theory related to climatic change globally.
Additionally, the iconic mascot, “the polar bear” used by the company has made the mascot a defined entity. The campaign has been an exceptional effective manner to leverage public relations for generating a preference for company’s background. The advertisement utilizes a stronger appeal of emotions for shedding light on the problem that polar bears face alongside making Coca-Cola to be in the positive side of the issue as it supports the polar bears. Hence, it proves to win the customers heart by letting them know how positive the company is. The campaign has also formed an important part of Coca-Cola’s CSR initiative (Arctic Home, 2013). Customers when involved with a brand like Coca-Cola advertising itself through polar bear support feel that they also have a role to play by purchasing the product as it is going to be funded for an important issue that needs to be addressed. Polar bear stronger associated with the brand helps making this campaign even more efficient.