During the Christmas season of 1993, there was a new turn of events in Coca-Cola advertising. For nearly 60 years, Santa Claus drinking a refreshing coke had been the company's main advertising during the holiday season. In fact, the realistic Santa Claus they portrayed helped many young Americans get their strongest visual impression of the "jolly old elf." But the chubby, soft, lovable Polar Bear and his family came skating into the scene in 1993, and they became an instant favorite with audiences.