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.
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.