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Coca-Cola, Universal Parks renew marketing partnership for ten years

DBR Staff Writer Published 18 July 2013

The Coca-Cola has renewed its marketing partnership with Universal Parks & Resorts, a unit of Comcast Corporation's NBCUniversal, for ten years in the US.

As a part of this new agreement, the cola giant will continue to act as official soft drink of Universal Studios Hollywood, Universal CityWalk Hollywood and Universal Orlando Resort including Universal Studios Florida, Universal's Islands of Adventure and Universal CityWalk Orlando.

The agreement enables Coca-Cola to expand its beverage offerings to include official sports and energy drinks and teas. It also designates Minute Maid as the official juice of the North American parks.

This partnership will benefit both firms with cross-brand promotional plans, including inside and outside theme park marketing programs, supported broadcast media advertising and on-package and on-can programs.

The soft drink maker will continue to support annual Halloween Horror Nights promotions at both Universal Studios Hollywood and Universal Orlando Resort.

Coca-Cola Refreshments strategic partnership marketing group vice president Stefanie Miller said: "We look forward to leveraging our brands, our programs and marketing insights to create unique experiences for consumers."