然而，Artic home运动并没有提高客户意识和筹集资金的唯一责任，但可口可乐公司的营销方面就是成为这种慈善场景的一部分（Arctic Film，2013）。从营销的角度来看，营销活动是利用“与事业相关的手段”营销的一个组成部分来建立品牌形象的活动。
However, the Artic home campaign does not have the sole responsibility to raise customer awareness and raise funds but there lies a marketing side for Coca-Cola to be a part of such a benevolent scenario (Arctic Film, 2013). The campaign from the marketing perspective is a campaign to build brand image using a component of marketing by “cause-related means”.
Firstly, the aim of this advertisement was to reach consumer groups in several countries speaking distinct languages and so, rather than using more words in its advertisements, the company made itself to depend and emphasize on images displayed visually which is completely in alignment with what Leiss, et al in their textbook have depicted (Leiss, et al., 2005). According to Leiss, et al, (2005), language barrier escape makes advertisements internationally to gain a higher demand visually and by using animals or celebrities as a medium to create identification of characters, companies are able to make reference even without acknowledging any specific ethnic group. Coca-Cola company as a result used the video depicting polar bear mom and her child trying hard to survive the icebergs that have started melting. When Coca-Cola was able to solve its initial problem regarding language barriers, its second problems regarding international audience universal attraction was also resolves automatically because according to Admap, 2003, to develop intriguing and attractive focus, techniques such as animals, music, informal communication etc should be used by the advertisers for creating emotional appeal (Dean, et al., 2004).
As already depicted, the campaign was promoted through the medium of TV, social media networking and even newspapers but Coca-Cola also considered to promote the advertisement in the campaign through conjunction with cinema as the company acknowledged cinema to be a growing channel to advertise alongside TV (Douglas, 2005).