Coca-Cola is playing host to a Mexican holiday parade next month in Los Angeles.
The company is billing the first annual “Live Positively Holiday Parade” as a gift to local families.
“Coca-Cola is committed to bringing Hispanic families relevant programs and events, especially those that bring hope, optimism and togetherness,” said Reinaldo Padua, assistant vice president, Hispanic Marketing, Coca-Cola North America, in a release. “Bringing refreshment, cheer and smiles during the holidays is what Coca-Cola is all about.”
The parade on Dec. 13 is part of “Caravana Navidena Coca-Cola,” a 27-city tour that has been a tradition in Mexico for the past 10 years. It weaves a story of joy, love, peace and happiness, and features interactive floats, local marching bands, multicultural performances and local community organizations and individuals, Coca-Cola said.
In a related event, the company is sponsoring the first “Boys and Girls Clubs Live Positively Basketball Tournament.”
About 300 young people from the top teams at 15 Los Angeles Boys and Girls Clubs will compete at the tournament also held on Dec. 13. The winners will participate in holiday parade.