Coke Plans to Put Its Polar Bears to Work: Winter Promotion With Hardee's, Possible Olympic Stint Seen for the Bears

NEW YORK – Coca-Cola USA will allow its soda-guzzling spokesbeasts, the ‘Cola Bears,’ no time for hibernation this winter. Coke will make the computer-animated polar bears, which first appeared early this year in one spot of Creative Artists Agency’s ‘Always Coke’ campaign, the centerpiece of a multi-faceted winter advertising and promotional putsch. It will include their own Christmas-themed ad campaign, a cross-promotion with Hardee’s Food Systems and a possible role as the mascots for the soda giant’s 1994 Winter Olympics sponsorship program.
Additionally, the Olympic role would create millions more consumer impressions for the bears, as Coke plans a repeat of its promotion from the last Winter Games, ‘Medals & Millions.’