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.

That year, the Coca-Cola polar bears appeared in an animated film called Northern Lights where they gathered to drink Coca-Cola and watch the Aurora Borealis, which was successful with consumers.

[1] 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.

[5] 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".

[6] In 2011, the Coca-Cola Company pledged to donate two-million U.S. dollars 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.