'The Golden Compass' Promotion Aids 'Awareness' About Polar Bears’ Plight

Believe it or not, "climate change" and the "perilous state of the polar bear" is being used to justify a global giant’s campaign to help market an upcoming movie.

Coca-Cola is among the many corporations that is participating in a promotional partnership with Time Warner to market the upcoming movie 'The Golden Compass,' which is based on the first of Philip Pullman's 'God-killing' trilogy of novels, 'His Dark Materials.'

Author Rick Kephart wrote Coca-Cola, telling them that group of villians in the novels is called 'The Magisterium,' which is the name of the Catholic Church's teaching authority. The response Kephart received from Coca-Cola tried to change the subject to the "hot topics" of climate change and polar bears, of all things.

"The Golden Compass movie is a story about friendship, love, loyalty, tolerance, courage and responsibility. This movie also provides an opportunity for Coca-Cola to help raise awareness about climate change and the perilous state of the polar bear.

"We do not believe that this fantasy movie is an attack on any religion. We would never support a film that intentionally antagonized or condemned any faith."

The polar bear is one of the mascots of Coca-Cola's Christmas marketing, and a polar bear is one of the main characters in 'His Dark Materials.'

It goes to show that subject of "climate change" has even entered the realms of the culture wars and marketing.

[h/t to Thomas Peters of the American Papist blog]

Matthew Balan
Matthew Balan
Matthew Balan is a news analyst at Media Research Center