Nov 03, 2009 at 08:10 PM
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Coca-Cola Pops the Top on Hollywood Parade

Coca-Cola today announced it would be the presenting sponsor of this year's Hollywood Christmas Parade, the first time in its 82 year history that it will be nationally televised in a two-hour special. The event will be co-sponsored by City of Los Angeles and Associated Television International.

From AdWeek:

Coke regularly amps up its marketing during the fourth quarter. Its animated polar bear and Haddon Sundblom Santa Claus advertisements are staples of the holiday season. The company said in a statement that Hollywood Christmas Parade sponsorship is one of many local, charitable initiatives it would participate in during the holiday season.

Read the full story from AdWeek