Universal Parks & Resorts and The Coca-Cola Company today announced a new, ten-year marketing partnership in the U.S., extending an ongoing relationship established in 1999.
“We are pleased to continue and expand this long-standing relationship with Coca-Cola,” said Stephanie Testa, Senior Vice President of Corporate Alliances, Universal Parks & Resorts. “The two brands are respected globally for world-class value and service, making them a complementary brand fit.”
Under the new agreement, Coca-Cola continues its designation 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 new agreement also expands to include Official Sports and Energy Drinks and Teas and designates Minute Maid as Official Juice of the North American parks.
“We are very happy to continue to refresh guests with a variety of delicious and refreshing Coca-Cola products at Universal Parks and Resorts,” said Stefanie Miller, Group Vice President of Strategic Partnership Marketing, Coca-Cola Refreshments. “We look forward to leveraging our brands, our programs and marketing insights to create unique experiences for consumers.”
Cross-brand promotional plans targeted to guests include inside and outside theme park marketing programs, supported broadcast media advertising and on-package and on-can programs. Coca-Cola will also continue to support annual Halloween Horror Nights promotions at both Universal Studios Hollywood and Universal Orlando Resort.