Paramount Licensing and Coca-Cola have joined forces for a family-targeted holiday merchandise programme involving classic film, It's A Wonderful Life.
The beverage was prominently featured in the film's scenes taking place in Gower Drugs, so there is already an association.
The co-branded merchandise drive launches this Christmas and continues through 2011, the 125th anniversary year for Coca-Cola and the 65th anniversary of the film. It 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 artwork is aiming to evoke 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.
Targeted merchandise categories include home décor, apparel and accessories, tabletop, seasonal, drinkware, games, social expressions, confectionery, collectibles and publishing.
"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, The Coca-Cola Company.
Darren Kyman, executive director of marketing and retail development at Paramount Licensing, added: "Our alliance with Coca-Cola on this holiday merchandise programme is the perfect marriage of two iconic brands hitting major anniversary dates in the same year, a renewed consumer interest in timeless American nostalgia icons and a retail market seeking fresh, themed seasonal product."