Coca-Cola polar bears
{{Use mdy dates|date=April 2024}}
{{Infobox character
| name = Polar bears
| series = Coca-Cola
| image = World of Coke (10472382556).jpg
| caption = A polar bear costume at World of Coca-Cola
| first_major = Northern Lights
| first_date = 1993
| creator = Ken Stewart
}}
The Coca-Cola polar bears are polar bear characters used as 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.
History
File:Coca-cola ad from France in 1922.jpg
The Coca-Cola Company first used a polar bear in a 1922 French advertisement depicting a bear squirting Coca-Cola into the mouth of a thirsty anthropomorphized sun. However, the use of the characters was sporadic until 1993. That year, the Coca-Cola polar bears appeared in an animated film called Northern Lights (which was part of the "Always Coca-Cola" promotion that debuted during the commercial breaks of Game 3 of the 1993 NBA Finals) where they gathered to drink Coca-Cola and watch the Aurora Borealis, which was successful with consumers.{{Cite magazine |last=Frazier |first=Mya |date=November 6, 2014 |title=Should the Polar Bear Still Sell Coca-Cola? |url=https://www.newyorker.com/business/currency/polar-bear-still-sell-coca-cola |access-date=November 30, 2022 |magazine=The New Yorker |language=en-US}}{{Cite news |last=Elliott |first=Stuart |date=July 7, 1993 |title=THE MEDIA BUSINESS: Advertising; Coke takes a bearish approach to its new winter campaign. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1993/07/07/business/media-business-advertising-coke-takes-bearish-approach-its-new-winter-campaign.html |access-date=December 1, 2022 |issn=0362-4331}} The use of polar bears in the 1993 ad campaign was, according to creator Ken Stewart, inspired by his labrador retriever dog which resembled a polar bear.{{Cite web |title=Coca-Cola's Polar Bears - News & Articles |url=https://www.coca-colacompany.com/company/history/coca-colas-polar-bears |access-date=November 30, 2022 |website=The Coca-Cola Company |language=en}} The polar bear has since become "one of the most popular symbols of Coca-Cola."{{Cite web |title=Coca-Cola Polar Bear |url=https://www.worldofcoca-cola.com/explore-inside/explore-coca-cola-polar-bear |access-date=December 1, 2022 |website=www.worldofcoca-cola.com |language=en}} Following the success of Northern Lights, the Coca-Cola Company has produced many more commercials and films with anthropomorphic polar bears, as well as products such as tumblers and plush bears.
= Winning an injunction =
In 1995, the Coca-Cola Company won an injunction against the Polar Corporation, a family-run soft-drink company, for running an advertisement in which a polar bear threw away a can of Coca-Cola. The court ruled that the Polar Corporation could continue to use the polar bear character, but that it could not show it throwing away Coca-Cola.{{Cite news |date=January 3, 1995 |title=Ruling Revises Polar Bear Ad |language=en-US |work=The New York Times |url=https://www.nytimes.com/1995/01/03/business/ruling-revises-polar-bear-ad.html |access-date=December 1, 2022 |issn=0362-4331}}
=== Super Bowl campaign ===
In 2012, the Coca-Cola Company created a live advertising campaign that had polar bears react to the Super Bowl, which was described as "a brilliant marketing move".{{Cite web |last=Stampler |first=Laura |title=Coca-Cola's Super Bowl Social Media Touchdown: Polar Bears Will React To Game And Ads Live |url=https://www.businessinsider.com/coca-colas-super-bowl-social-media-touchdown-polar-bears-will-watch-react-to-game-and-ads-live-2012-1 |access-date=November 30, 2022 |website=Business Insider |language=en-US}}
Controversy
In 2011, the Coca-Cola Company pledged to donate US$2 million to the World Wildlife Fund to protect polar bears, but has been criticised for giving such a relatively small amount of money compared to their advertising budget and profits.
In 2011, the company changed its drink cans from red to white with images of polar bears for the Holiday season, but consumers protested the change. The Coca-Cola Company reverted the change after one month.{{Cite web |last=Bhasin |first=Kim |title=People Are So Outraged At Coca-Cola's Holiday Cans That It's Abandoning Them After Just One Month |url=https://www.businessinsider.com/coca-cola-abandons-white-polar-bear-can-2011-12 |access-date=December 1, 2022 |website=Business Insider |language=en-US}}