LOS ANGELES, Nov. 24 /PRNewswire-HISPANIC PR WIRE/ — Coca-Cola will promote the holiday spirit and encourage Los Angelinos to live positively next month when it brings its traditional Mexican holiday parade to the United States. On Saturday, December 13, Coca-Cola will host the first annual “Live Positively Holiday Parade” in downtown Los Angeles as a gift to local families. The parade will begin at 5:00 p.m. at Washington Street and Figueroa Boulevard and will continue up Figueroa to the NOKIA Plaza at L.A. LIVE. A tree-lighting ceremony will follow on Nokia Plaza from 6:00 – 7:30 p.m.
“Coca-Cola is committed to bringing Hispanic families relevant programs and events, especially those that bring hope, optimism and togetherness,” said Reinaldo Padua, assistant vice president, Hispanic Marketing, Coca-Cola North America. “Bringing refreshment, cheer and smiles during the holidays is what Coca-Cola is all about. This is a time where we want everyone to experience the holiday spirit.”
The parade is part of “Caravana Navidena Coca-Cola,” a 27-city tour that has been a tradition in Mexico for the past ten years. It weaves a story of joy, love, peace and happiness, and features interactive floats, local marching bands, multicultural performances and local community organizations and individuals. The inaugural parade will be a festive and inspiring event for the entire family.
“During these challenging times, we hope to share the holiday spirit with Los Angeles, bringing optimism and happiness to local families,” said Luis Fernando Ramirez, vice president and region manager, Coca-Cola North America West Region. “We want to remind everyone about the value of living positively and giving back – that is what the holiday spirit is all about and we, as a Company, are happy to do our part.”
Coca-Cola Sponsored “Live Positively” Events
The parade is one of many local initiatives Coca-Cola is hosting to help Los Angelinos “Live Positively” this holiday season. “Live Positively” represents the Company’s commitment to making positive contributions to the world by promoting active healthy living, supporting education, giving back to the community, and protecting the environment.
In conjunction with AEG Worldwide, Coca-Cola extends its signature “Give It Back” recycling program at L.A. LIVE during the month of December. The “Give It Back” program encourages L.A. LIVE visitors to join Coca-Cola’s efforts to recycle, repurpose and reuse more of its cans and bottles in the United States.
Coca-Cola will also sponsor and host the first “Boys and Girls Clubs Live Positively Basketball Tournament.” Approximately 300 young people from the top teams at 15 Los Angeles Boys and Girls Clubs will compete at the tournament on December 13. The winners of the tournament will also participate in the “Live Positively Holiday Parade.”
About The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 450 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 1.5 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 website at
SOURCE Coca-Cola North America