Coca-Cola Re-Ups With Mall Marketer SBV

  • June 16, 2010
The Coca-Cola Company has announced that it has extended its marketing partnership with Simon Brand Ventures, the marketing division of Simon Property Group, the country's largest owner, developer and manager of "high quality" retail real estate.

The multi-year, comprehensive marketing alliance spans vending, sponsorships, promotion and on-mall advertising across Simon's nationwide portfolio, as well as major marketing initiatives (prior years' initiatives included a C-C sponsored multi-media event featuring past "American Idol" finalists).

"The mall channel represents fertile ground for Coca-Cola to connect with key consumer target groups such as teens," said Coca-Cola North America CMO Beatriz Perez, in the announcement. The partnership presents opportunities for "commercializing" Coke's interactive vending machines, activating "one-of-a-kind" on-mall marketing programs, and collaborating on special events, Perez added.

Simon Property Group currently owns or has an interest in 380 retail properties in North America, Europe and Asia.



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