Case Study
The Challenge
Coca-Cola is the official refreshment/soft drink partner of Universal Studios. Coke coolers/displays were installed throughout all of the Universal Studios theme parks- specifically in gift shops and kiosks in high-traffic areas.
Over the course of several years, sales of Coca-Cola products in these locations steadily declined. Universal Studios looked to increase sales of Coca-Cola products by rolling out a co-branded campaign across all locations, while not distracting from the overall theme park aesthetic, or infringing upon Coca-Cola brand guidelines.
How I Helped
First off, I worked closely with brand managers from both Coca-Cola and Universal Studios to help integrate spec sheets and brand guidelines for all models of coolers used in Universal Theme parks. From there, I conceptualized, designed, produced, and managed installations of co-branded Coke coolers, with each concept specific to the design aesthetic of each location. The idea was to have the previously conspicuous coolers “blend in” with the surrounding theme, but not blend in so much that they’re “lost in the background”.
Design
Once all the brand guidelines were set, it was time to design the individual coke cooler branding- each one produced in vinyl and wrapped over the existing, standard, Coca-Cola graphics. As Universal Studios evolved over the years, so too did the Coca-Cola “disc” logo incorporated on the Coke coolers, so most of these coolers have been updated no less than three times.
In keeping with the spirit of each location’s design aesthetic, I incorporated anything from faux brick concepts (Shrek) to flag and fabric concepts (Harry Potter) and everything in between. Each space was well thought out, always keeping the goal of increased sales in the forefront.
Image Gallery
See examples below of co-branded graphics for Coca-Cola coolers in multiple visual merchandising locations throughout Universal Studios.
