Coca-Cola will be supporting Earth Hour by switching off its iconic Piccadilly Circus sign, marketing news reports.

Earth Hour, organised by green campaigners WWF, encourages one billion people the world over to switch off their electricity for one hour. This year, in the UK, it will be between 8:30 and 9:30pm on Saturday 26th March.

Coca-Cola has agreed to take part and will turn off the LED sign during earth hour, the fifth time the sign has been switched off since World War 2.

Jon Woods, Country Manager of Coca-Cola Great Britain and Ireland told Brand Republic, “Once again Coca-Cola is pleased to give its full support to Earth Hour.

“As a business, Coca-Cola works hard to behave responsibly and in a way that leaves as little impact on the planet as possible.”

”We hope that our activity this year, more prominent than ever before, encourages our customers to do likewise. Climate change is one of the most serious issues of our time and all businesses must roll up their sleeves in response.”

To promote the event, Coca-Cola is running a bespoke advertisement on the Piccadilly sign and will commission a 96 sheet poster campaign that looks set to be used on the London Underground.

WWF-UK CEO David Nussbaum told Popsop, “We are delighted that Coca-Cola is once again showing its support for WWF’s Earth Hour through a range of activity.

“Earth Hour has become a global event, with millions of people across the world switching off their lights to show they care about tacking climate change and protecting the natural world. Businesses, governments and charities all need to work together to tackle climate change and Coca-Cola’s support for Earth Hour is very welcome.”

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