Jun 17, 2010 at 01:27 PM
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Simon Property Group & Coca-Cola Ink New Deal

Simon Brand Ventures, the marketing division of Simon Property Group, and Coca-Cola have extended a multi-year marketing alliance that covers vending, sponsorships, promotion and on-mall advertising across the real estate company's nationwide portfolio of mall properties.

Coca-Cola will employ major marketing initiatives at Simon properties throughout the term of the agreement; such initiatives in prior years included the Coca-Cola sponsored, multi-mall event featuring past American Idol finalists.

"This agreement with Coca-Cola underscores the importance of the mall venue for major brands like Coca-Cola to reach and engage with important demographic groups, especially teens and young adults," said Mikael Thygesen, Simon's CMO and president of SBV. "Our venue provides brands the flexibility to interact and engage with consumers in a variety of different ways, and Coca-Cola recognizes that."

In 2009, Simon was the first mall operator to feature the Coca-Cola Interactive Video Vender, a new touch-screen interactive vending technology.

"Coca-Cola values our long-standing relationship with Simon Property Group and the many joint marketing opportunities it has created," said Beatriz Perez, chief marketing officer, Coca-Cola North America. "The mall channel represents fertile ground for Coca-Cola to connect with key consumer target groups such as teens, and the opportunity to continue to blaze new trails with Simon's marketing team is exciting. Whether commercializing our innovative interactive vending machines, activating one-of-a-kind on-mall marketing programs, or collaborating on special events, our marketing partnership with Simon is a great way to build and show our brands."

Simon, headquartered in Indianapolis, claims to host more than 2.8 billion shopping visits each year across 380 properties in North America, Europe and Asia. In addition to Coca-Cola, it has marketing alliances in place with American Express, Ticketmaster, and U.S. Bank, among others.