MARKETING

Polar Ordered to Modify Coke-Spoofing Ad: A New England cola manufacturer was ordered to modify a television commercial that spoofed the giant Coca-Cola Co. U.S. District Judge Nathaniel Gorton ruled that Polar Cola should no longer air a section of the ad that showed a polar bear tossing away a can of Coke in favor of Polar seltzer. Polar attorney James Donnelly Jr. said Polar would modify the ad that began running in New England on Dec. 19. The judge made no decision on damages. Coke was ordered to post a $50,000 bond to cover any losses Polar might suffer from the changes. Atlanta-based Coca-Cola argued that the ad implies Coke is impure or contaminated, because the polar bear throws a can of Coke into a bin next to a sign that reads, “Keep the Arctic pure.”