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RETAIL STRATEGY

Bricks-and-mortar stores build on the iconic Coca-Cola brand name

By our News Team | 2022

Coke’s unveiling of a trendy London retail outlet – its first in Europe – follows on from successful openings in the US market.

Coca-Cola is one the strongest and best-known brands in the world. So, why not capitalise on this huge consumer recognition by opening brick-and-mortar stores in swanky neighbourhoods that sell bespoke Coke-branded items?

That’s exactly what the company has been doing in the US in recent years, and it has now expanded into Europe for the first time by opening an outlet in London’s trendy Covent Garden area.

According to a media statement issued by the iconic soft drink brand, the store is offering a range of limited-edition apparel collections, exclusive designer collaborations, gift items and unique drinks.

Retail Strategy

Photo courtesy of Coca-Cola

“Visitors will experience the ‘Real Magic’ of Coca-Cola, shopping limited-edition collection drops, tasting Coca-Cola like never before at the Beverage Bar, and adding a personalised touch to cans at the customisation centre,” the statement says.

Coca-Cola is well known for its collaborations and fashion partnerships, having worked in the past with fashion brands such as Diesel, Daniel Fletcher, Tommy Hilfiger and Converse.

Launch is supported by targeted local marketing campaigns

The launch of the London store is being supported by a targeted media campaign, including proximity OOH, geo-targeted social, and a takeover of exits at the Covent Garden tube (underground rail) station.

“This store is a chance for us to provide Coca-Cola fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks,” says Michelle Moorehead, Vice President of Licensing and Retail at The Coca-Cola Company.

“Through a collection of products made from recycled materials, it also gives us a great opportunity to share our sustainability commitments with people and bring them with us on our journey to a World Without Waste.”

Coke has, in recent times, been growing its sustainability strategy efforts by selling products made from recycled materials in the stores.

“The new store is in line with the growing focus on in-person retail experiences to be embraced by all types of brands,” reported the advertising industry publication, Ad Age. “Lego opened a store in New York last October, marrying physical and virtual elements, allowing visitors to scan their Lego creations and incorporate them into a virtual ‘brick lab’ world.”

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