Coca-Cola Great Britain will switch off the Piccadilly Circus sign between 8:30pm and 9:30pm on Saturday 26 March. It will be the fifth time the sign has been switched off since the Second World War.
In addition, Coca-Cola will run a competition through its website, , to win an environmentally friendly weekend at an eco-lodge and £150 spending money.
WWF turns 50 this year. It campaigns to persuade one billion people across the world to switch off their lights for Earth Hour and help tackle climate change.
Coca-Cola is promoting the event through a 96-sheet poster and a bespoke ad currently airing on the Piccadilly Circus sign.
Jon Woods, country manager, Coca-Cola Great Britain and Ireland, said: "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 consumers 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 – we will be doing our best to ensure that this year’s event is a resounding success."
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