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| Emotionally stimulating |
| Visually captivating |
| The movement of the Polar Bear is inspiring |
According to Coca-Cola's home page, there is a section called "Arctic Home". Coca-Cola's goal in partnership with the World Wildlife Fund, is to raise awareness and funds to create a safe haven for polar bears - an Arctic refuge. As a symbol of their commitment, for the first time ever, they're turning their Coca-Cola cans white.
Psychographic Segmentation: Market segmentation on the basis of personality, motives, lifestyles, and geodemographics.
I feel that this partnership has good intentions for a worthy cause, but, I believe that it is part of a larger marketing strategy. Sure, with each purchase of these new Coca-Cola cans, money is being set aside for this cause. But, Coca-Cola's profits will also increase as well. As a result, I believe that this marketing strategy, as honest as it may seem, is a promotion to stimulate an immediate purchase. And, the Coca-Cola marketer is using psychographic segmentation while catering to the consumer's philanthropic nature of their personality, emotional side of their motives, and/or their environmentally conscious side of their lifestyle
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