Well, Kidsleepys beat me to it, but there's a few bones I still have to pick. Ryan, you bring up Coke's sponsorship of the 1936 Olympics (trivia : Coke is actually the longest continuous sponsor of the Olympic Movement, has sponsored every one since 1932), as if this somehow negates what Gawker did a week ago, and I find that a little odd.
If your point was that Fanta was playing with the Nazis, then how do you feel about brands like Chase, IBM, Ford, Hugo Boss, Bayer, Mercedes, Volkswagen, Adidas, Siemens, ExxonMobil, Chevron and BP... And here's irony for you: Random House publishing, who also published Naomi Klein's "No Logo"? Is this news to you? Did you not study advertising and learn George Lois famous quip about selling a nazi car in a jewish town?

The funny here is, to me, that Gawker - a brand all its own and well known for being "out there" and "risky" and "unconventional" or whatever positive term you would like to put on them, with a track record of creating stuff like the gawker stalker maps, who defends the idea of leaking the private messages of celebrities inboxes, simply because they're celebrities : like Taylor Swift’s hacked inbox, and who put up Hulk Hogans sex tape, are simply gossip-mongers. Not journalists uncovering important truths in any way. They trade only in salacious gossip, which entertains all sorts of people lacking lives. Their brand at Gawker media is firmly established as clickbaity-outrageous-gossipy stuff. There's room for this, of course, but lets not pretend that this has some sort of higher moral ground to stand on than a company that makes soft drinks. They're both capitalist entities, one has evolved to be the click-tempting-headline-generating machine that it is today by fine-tuning how it gets clicks, in perfect symbiosis with advertising, catering to CPM and sponsored content. They are part of the brand eco-system that they so loudly complain about, so that they can keep their "punk" cred. Also, they're selling themselves as creatives now, offering creative executions to brands like... IBM. Irony.