Of course. But wouldn't it be great to work for a company so profitable that you could spend your time putting out crap like this.
Coca-Cola’s management isn’t being paid to have a moral compass. They’re being paid to increase shareholder value. Their marketing department has determined that this advertising campaign will increase their profits. (That includes not only support of what they believe will be a popular film, but also their ritual invocation of Global Warming.)
Now, either it will, or it won’t. Someone in the company will do an analysis that attempts to isolate the effects of this advertising from other factors that influence revenue. We’ll probably never know, although I’d be interested if I were a shareholder in the cost-benefit of advertising campaigns. (I think the whole polar bear schtik is dumb.)
I think this is perfectly legitimate for a corporation, as long as they’re not breaking the law.