Why Coca-Cola is promoting "The Golden Compass"

The movie The Golden Compass (released today) has raised a considerable amount of controversy because of the associated book trilogy's head-on challenge to the Christian worldview in general (not to mention the in-your-face symbolism of the movie's villains, The Magisterium). Although I have pretty strong opinions on this controversy (I'm basically in agreement with Al Mohler here), within the confines of this blog something else has come to my attention that fascinates me to no end.

Catholic blogger Rick Kephart, noting the Coca-Cola company's promotion of the movie, wrote to them asking why they would promote a movie with such strong anti-Christian themes. In their reply, they denied that the movie was anti-religion in any way. That's not the interesting part. The interesting part is their explanation of why they decided to promote the movie:

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.

Okay, it's about friendship, love, yada-yada.... AND POLAR BEARS! We at Coca-Cola like polar bears! We use them in our Christmas advertising every year! Climate change is killing the polar bears! Watch the movie and save the polar bears!