After launching stores in the US, Coca-Cola continues to emphasize personal experiences with its first retail store in London. The store, located in Covent Garden, is the latest iteration of the brand’s revamped advertising strategy and new “Real Magic” slogan, which focused on interpersonal connection and reaching Gen Z using Twitch and esports.
The London store will sell a fashion line designed by New York-based company Staple Pigeon and stock limited-edition products made in partnership with designers and retailers such as Lee Jeans, Herschel and Bape. Visitors can also make their own personalized cans and have a drink at the store’s bar.
The brand has US retail stores in Orlando, Disney Springs in Florida, Las Vegas and Atlanta where consumers can buy and drink Coca-Cola products. The company also opened a store in Hong Kong in collaboration with 7-Eleven in 2020.
Coca-Cola is emphasizing its sustainability efforts by selling products made from recycled materials in-store. The brand’s previous environmental advertising includes turning its white waving sign into an arrow pointing people to recycling bins.
The new store is in line with a growing focus on in-person retail experiences pursued by all types of brands. Lego opened a store in New York in October last year that brought together physical and virtual elements, allowing visitors to digitize their lego creations and embed them in a “brick lab” virtual world. Krispy Kreme opened her first store in New York amid the pandemic in 2020.
Established brick-and-mortar retailers such as LuluLemon and Dick’s Sporting Goods have also doubled down on brick-and-mortar stores in recent years, including restaurants, yoga studios and rock climbing walls.
But as it grows its in-person store portfolio, Coca-Cola is also exploring virtual worlds, including jumping on the NFT bandwagon and releasing digitally-themed limited-edition flavors such as a “pixel-flavored” drink marketed using the Fortnite video game.
The launch of the new store will include a campaign including social media and out-of-home advertisements that can be seen at Covent Garden tube station.
This article is a translation of the writing by Jade Yan to the website AdAge.
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