'It's a wonderful life,' say Paramount, Coca-Cola

HOLLYWOOD Paramount Licensing and Coca-Cola have joined forces on a family-targeted holiday merchandise program that captures the uplifting spirit of "It’s A Wonderful Life" and the nostalgic warmth of Coca-Cola.

The co-branded merchandise program launches holiday 2010 and continues through 2011, the 125th anniversary year for Coca-Cola and the 65th anniversary year of the film, and is themed around the hearth and home spirit of family movie night. The campaign features the tagline “Enjoy Coca-Cola – It’s A Wonderful Life!”.  The stylish artwork evokes the vintage feel and holiday warmth of the film, drawing on key elements, including the Bailey family, Gower Drugs and the town of Bedford Falls, with a contemporary overlay that appeals to consumers of all ages. The targeted merchandise categories include home decor, apparel and accessories, tabletop, seasonal, drinkware, games, social expressions, confectionary products, collectibles and publishing.

The Frank Capra-directed film, "It’s A Wonderful Life," follows George Bailey, who is shown by Clarence, an angel trying to earn his wings, what his beloved community would look like had he never been born. As a result of his revelations, Bailey is imbued with a new sense of hope, the town of Bedford Falls is saved from the evil Mr. Potter, and the angel Clarence earns his wings.

“This alliance with Paramount Pictures aligns two iconic brands that bring families together during the holiday season, and is a way for us to not only enhance the holiday experience with our consumers, but to also celebrate the heritage of our two beloved brands,”  said Marsha Snyder Schroeder, regional licensing manager for Coca-Cola.