We're starting to see more and more of this kind of activity and we're certainly that it will only be on the increase. It'll be interesting to see if there's a saturation tolerance for these brand spaces. The big risk that marketers face is what happens when they don’t create a good experience for their own brand. It’s one thing to say ”Well, what can we do? Sorry you had a bad experience at XYZ store, but we don’t control any of their operation...” It’s another thing entirely when you’re won experience isn’t good. But we like the number of brands trying!
The Coca-Cola Company has unveiled its Far Coast brand of premium brewed beverages to the Toronto, Canada marketplace. Through Far Coast, the Company has created a revolutionary new system to empower its retail customers-premium restaurants, entertainment venues and other high-end outlets-to offer a variety of freshly brewed espressos, chai teas, cappuccinos and lattes with a high degree of operational ease. According to the Company, Toronto is an ideal location for the launch because it is a multicultural city that fits the cultural exploration brand positioning of Far Coast and is in a country that has a highly developed brewed beverage market. To help build awareness and trial of the Far Coast brand in Toronto, the Company has created a Far Coast Concept Store, which will provide a venue for customers to taste and explore the wide range of premium Far Coast blends. (Emphasis mine) Following the Toronto opening, Concept Stores will be opened in Oslo and Singapore as well.Coca-Cola has also developed a proprietary pod-based brewing technology that provides customers with an operationally easy system to offer barista quality brewed beverages while ensuring each beverage is of consistently superior quality and freshly made for each individual consumer. This innovation is designed to help the retailers overcome operational complexities such as complex, unreliable machines and high labor turnover. Through this technology, retailers can quickly and conveniently tap into the fast growing specialty coffee and tea market while receiving marketing and technical support from Coca-Cola.
Comments