- Kenneth Hein

Coca-Cola announced it would be the presenting sponsor of the Hollywood Christmas Parade, which for the first time in the event's 82-year history will air nationally as a two-hour program.
 
The Hollywood Christmas Parade/Live Positively Presented by Coca-Cola will air Dec. 10 beginning at 8 p.m. EST on MyNetworkTV and then rebroadcast on Christmas Eve. The event itself, which is co-sponsored by the City of Los Angeles and Associated Television International, will take place on Nov. 29. Proceeds from the telecast will be donated to the nonprofit organization Feed the Children.
 
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.

Coke spent $109 million on ads for brand Coke last year and $72 million in the first eight months of 2009, per Nielsen.
 
The parade will feature TV, film and stage celebrities, 13 award-winning bands (10 from California) and floats from Coke, Wells Fargo, Galaxy Press and others.