Coca-Cola to be Presenting Sponsor of "The 2009 Hollywood Christmas Parade/Live Positively Presented by Coca-Cola"

Parade Floats To Represent Company's Live Positively Commitment

LOS ANGELES--(BUSINESS WIRE)-- Few brands can claim the inextricable link that Coca-Cola shares with one of the world's most beloved figures, Santa Claus. For nearly 80 years, Coca-Cola and Santa have been refreshing families and sharing happiness during the holiday season and this year is no different. Santa and the world's best known brand will spread the magic of the holidays as the presenting sponsor of "The 2009 Hollywood Christmas Parade/Live Positively Presented by Coca-Cola". The festive parade will be held in Hollywood, Calif., on Sunday, November 29 at 6 p.m.

"Coca-Cola is proud to be the presenting sponsor of The 2009 Hollywood Christmas Parade, where Los Angeles residents come to share the joy of the holiday season," said Luis Fernando Ramirez, vice president & general manager, West Region, Coca-Cola North America. "During these times of family togetherness we want to give people a reason to cheer, open some happiness and share the magic of the holidays. This iconic parade allows us to do just that and give back to a city that means a lot to Coca-Cola."

As part of the parade, the Company will have six interactive floats. Each float will have a theme that embodies Coca-Cola's 'Live Positively' philosophy, which guides the Company's commitment to making positive contributions to its customers, consumers and communities.

Introducing the Theme of the Floats

    --  Active Living:For more than 80 years Coca-Cola has helped make Olympic
        dreams come true. This float represents Coca-Cola's role as a champion
        of living a healthy lifestyle and engaging in regular physical activity.
    --  Education:Coca-Cola has been a supporter of education for more than 100
        years. Since 1986, Coca-Cola has contributed more than $50 million in
        scholarships to students across the U.S. This float illustrates
        Coca-Cola's commitment to education through a message of hope and
    --  Environment:Coca-Cola invests in environmental initiatives focused on
        three areas -- water stewardship, sustainable packaging, and energy
        management and climate protection. This float uses a family of Coca-Cola
        polar bears to symbolize the Company's commitment to the environment.
    --  Family Togetherness:Happiness is the feeling that people get when
        they're around family and friends. For 123 years Coca-Cola has been
        bringing people together and spreading happiness every time they open an
        ice-cold Coke. This float shows that all you need for fun is family,
        friends and a little Coca-Cola.
    --  Community:Coca-Cola, volunteerism and giving back to the community are
        at the core of everything it does. This float represents 'generosity'
        and depicts how the holiday season is a time to be generous and spread
        happiness to all.
    --  Holiday Happiness:No other brand has been so closely tied to the holiday
        season, the happiness it evokes and Santa than Coca-Cola. Santa serves
        as a reminder of the importance of celebrating happiness, togetherness
        and giving during the holiday season.

In 1931, The Coca-Cola Company commissioned Swedish-American artist Haddon Sundblom to lend his artistic genius to its holiday campaign. The artist's depiction of Saint Nicholas evolved into the picture-perfect look of "Father Christmas" - the man in the red and white suit with the big brass belt buckle, rosy cheeks, handsome white beard and twinkling eyes. Still cherished today, Sundblom's image of the Coca-Cola Santa Claus has become one of the most recognizable emblems of the holiday season around the world.

The 2009 Hollywood Christmas Parade/Live Positively Presented by Coca-Cola

The Hollywood Christmas Parade has been presented annually since 1928, marking more than 80 years for this American tradition. This is the first time in over 80 years that the parade will air as a two-hour television primetime event. MyNetworkTV will telecast the parade on Thursday, December 10, 2009 from 8:00 - 10:00 p.m. (Local Time)/7:00-9:00 p.m. (Central), with an Encore Presentation on Christmas Eve, Thursday, December 24, 2009 from 8:00 - 10:00 p.m. (Local Time)/7:00-9:00 p.m. (Central). Associated Television International will produce the special. For more information about "The 2009 Hollywood Christmas Parade/Live Positively Presented by Coca-Cola," please visit the parade's official website, or call 1-866-PARADE1 (1-866-727-2331).

About The Coca-Cola Company

The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at

    Source: The Coca-Cola Company