– History:
– Coca-Cola first used a polar bear in a 1922 French advertisement.
– The use of polar bears was sporadic until 1993.
– The polar bears appeared in the successful animated film “Northern Lights” in 1993.
– Creator Ken Stewart was inspired by his dog resembling a polar bear.
– Polar bears have become one of Coca-Cola’s most popular symbols.
– Winning an injunction:
– In 1995, Coca-Cola won an injunction against the Polar Corporation.
– The court ruled that the Polar Corporation could not show a polar bear throwing away Coca-Cola.
– The Polar Corporation was allowed to continue using the polar bear character.
– The legal battle was related to an advertisement featuring a polar bear.
– Super Bowl campaign:
– In 2012, Coca-Cola created a live advertising campaign with polar bears reacting to the Super Bowl.
– The campaign was praised as a brilliant marketing move.
– The polar bears’ interaction with the Super Bowl was well-received.
– The live campaign engaged audiences during the Super Bowl.
– Controversy:
– In 2011, Coca-Cola pledged $2 million to the World Wildlife Fund to protect polar bears.
– Criticism arose for the relatively small donation compared to the company’s profits.
– Coca-Cola changed its drink cans to white with polar bear images for the Holiday season in 2011.
– Consumers protested the can color change, leading to a quick reversal by Coca-Cola.
– See also:
– Cola wars
– The Polar Bears
– The Real Bears
– Additional related topics and campaigns
– Further exploration of Coca-Cola’s branding and advertising strategies
The Coca-Cola polar bears are fictional polar bears used as the mascots for the Coca-Cola Company. The animated characters have been a popular element in Coca-Cola advertising since 1993, and the company sells merchandise, such as tumblers and plush versions of the bears.
| Polar bears | |
|---|---|
| Coca-Cola character | |
.jpg) A polar bear costume at World of Coca-Cola | |
| First appearance |
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| Created by | Ken Stewart |