From 8.30pm to 9.30pm on 27 March, the illuminated sign will be turned off to support the WWF's aim for one billion people across the world to switch off their lights for one hour. The activity is in aid of action against climate change.
Coca-Cola will promote the event through an ad displayed on the Piccadilly sign from 12 March, created by Sedley Place. It estimates that the ad will be viewed 2.4 million times in its two-week showing.
WWF Earth Hour is now in its fourth year and this is only the fourth time the Piccadilly sign has been switched off since World War II.
Coca-Cola will also run an outdoor poster campaign plus promotional activity its loyalty website, ‘Coke Zone'. The soft drinks giant will also be enlisting the support of Football League fans via a half-time announcement and programme ad at all Football League matches taking place on 27 March.
The official Football League website and individual football league club websites will also carry information on WWF's Earth Hour in an attempt to encourage football fans to sign up and show their support for this global event.
Sanjay Guha, president of Coca-Cola Great Britain and Ireland, said: "We are delighted to continue our support of WWF's Earth Hour and increase our efforts to promote the initiative."
He added: "Climate change cannot be ignored and businesses must actively engage in tackling the challenges it brings. At Coca-Cola, we are trying to do our bit. But we also want to encourage consumers to do theirs. I'd urge everyone to get behind this campaign and switch off for Earth Hour."
David Nussbaum, chief executive at WWF-UK said: "Climate change is one of the most serious threats facing people and nature, and demands urgent global action."
He added: "Last year, world leaders missed a key opportunity to agree a global climate deal in Copenhagen, but with each year of delay, the impacts on people and wildlife get more severe, and the window of opportunity gets smaller."
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