Coca-Cola's polar bears are part of the beverage maker's Super Bowl ad campaign, which will include TV ads and a Facebook-hosted site, CokePolarBowl.com. "The trick is to be everywhere consumers are," and Coca-Cola will have a presence with TV ads, and on Facebook, Twitter, YouTube and other sites, says the Coke North America head of integrated marketing platforms and content, Pio Schunker.

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