The Coca-Cola Company announced that it’s going to become the presenting sponsor of The 82-nd Hollywood Christmas Parade. The creators of the show will air the program nationwide and it will last for 2 hours, the longest time ever.

Coca-Cola and the winter season always go together — remember the great polar bear and Haddon Sundblom’s advertising paintings for Christmas with Santa Claus and piles of gifts. So, it’s not a big surprise that the company came up with a new thing for the frosty holidays.

The Hollywood Christmas Parade/Live Positively Presented by Coca-Cola will we seen on December 10 on on MyNetworkTV and then repeated on Christmas Eve. The whole program will be shot on November 29. All the revenues from the event will go to Feed the Children non-profit organization.