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Media professionals and around 25 competition winners attended the event, which was organised by agency Lexis.

The launch marked the roll-out of 300 million cans and packs of Coca-Cola which feature a polar bear design. The campaign aims to raise awareness of polar ice which is rapidly disappearing due to climate change, threating the natural habitat of the polar bear which has featured in the brand’s advertising for 90 years. 

After a drinks reception, visitors entered an icy archway to explore an arctic-themed room decorated with fake snow and canvases displaying polar bear images and classic Coke posters.

The central feature was an augmented reality experience designed by Appshaker. Guests stood on a white patch of carpet and looked at a screen to see themselves on the ice with a polar bear family. As the 3D animation played, the ice began to crack and the polar bear family was split up, emphasising the risks that melting ice poses to the animals.

Guests then moved to the museum’s IMAX cinema to watch ‘To the Arctic’, a polar bear documentary narrated by Meryl Streep.

Coca-Cola has pledged €3m (£2.5m) over the next three years to support the World Wildlife Foundation (WWF)’s work to conserve polar ice.

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