Coca-Cola remains ‘Cola Wars’ champion at Six Flags
In a recent announcement, Coca-Cola extended its multi-year partnership with Six Flags theme parks, defeating Pepsi again, at least at Six Flags.
The “Cola Wars” began in earnest around 1975 between Pepsi and Coke, and the marketing battle between Coke and Pepsi lives on today. Since theme parks offer excellent marketing opportunities for beverage companies (and with Six Flags owning more theme parks than any other company), an exclusive rights deal with either Pepsi or Coke is significant.
Now, Six Flags and The Coca-Cola Company have announced that they extended their multi-year partnership. As a result, Coca-Cola will continue to have exclusive rights across Six Flags’ drink portfolio, including Coke, diet Coke, Coke Zero Sugar, Sprite, Dasani, Powerade, Simply Juices, Gold Peak tea, smartwater, Monster, and Minute Maid Lemonade.
“Coca-Cola is a best-in-class company that creates many unique ways to activate with our guests and elevate their experience throughout the season,” said Stephanie Borges, global vice president of marketing and partnerships at Six Flags Entertainment. “This renewed partnership will deliver new areas of opportunity and allow us to engage with our multi-generational guests in a more authentic way.”
In-Park Impact of Coca-Cola Partnership
As part of this deal, Six Flags and Coca-Cola stated they would work together to design innovative activations and unique in-park offerings that can only be experienced at Six Flags theme parks.
“We are excited to continue our long-standing partnership with Six Flags, and are energized about the future,” said Rachel Chahal, director of amusement partnerships for Coca-Cola. “Together, we will continue to refresh Six Flags guests every season.”
By summer 2023, the partnership plans to launch a new endeavor in the eGaming realm to deliver unique experiences. In addition to eGaming, the partnership intends to provide long-term guest enhancements throughout the parks. Examples include VIP lounges, specialty beverages, and multiple special events and festivals.
Coca-Cola currently dominates its “theme park battle” with Pepsi, as Coke reigns supreme at Disney, Universal, SeaWorld, and Cedar Fair theme parks. Nevertheless, Pepsi fans can rejoice at Holiday World, with free unlimited Pepsi soft drinks as their consolation prize.
What do you think of this renewed partnership between Coca-Cola and Six Flags? Let us know in the comments below.
