Coca-Cola Company partners with multichannel retailer
ST. PETERSBURG, Fla. and ATLANTA — The Coca-Cola Company is joining forces with HSN, a multichannel retailer, which will allow both parties to tap into each other’s customer base and expand their online reach.
The Coca-Cola brand will be intertwined into HSN's programming events throughout the year, including seasonal celebrations. The partnership will include the most extensive online store of Coca-Cola merchandise in the world, HSN merchandise added to the My Coke Rewards store for Coke fans, as well as engaging programming and unique multi-platform content throughout the year. In addition, a special HSN Cares campaign with Diet Coke in support of The Heart Truth will be launched in February.
"We are very excited about this robust partnership between HSN and The Coca-Cola Company in 2013. True collaborative partnerships inspire our organization, our partners and most importantly our customers," said Bill Brand, EVP of programming, marketing and business development. "HSN is dedicated to offering our customers fun, engaging retail opportunities and we look forward to introducing the HSN experience to a new audience and evoking that iconic moment of happiness that embodies the Coca-Cola brand."
HSN’s assortment of Coca-Cola branded merchandise will include popular Coca-Cola items as well as exclusive products, including kitchen appliances, home décor, toys, sporting goods and fashion. When the store is complete on HSN.com, it will be the largest online Coca-Cola store in the world.
HSN Cares, the philanthropic arm of HSN, will be partnering with Diet Coke on The Heart Truth campaign, a national awareness campaign for women about heart disease, sponsored by the National Heart, Lung, and Blood Institute. Dedicating the entire month of February to heart health awareness, HSN will create exclusive merchandise where a portion of the proceeds will be donated to programs supporting women's heart health. HSN will also support the cause with a 24-hour dress event featuring specially designed red dresses by HSN's designers and be a part of the annual Red Dress event during New York Fashion Week.
"Partnering with HSN gives us the opportunity to leverage their innovative digital platforms and engaged customer base to introduce the world of Coca-Cola to a whole new audience," said Stuart Kronauge, VP of Coca-Cola Trademark Brands at the Coca-Cola Company. "Fans of our brand will be able to experience it like never before, and we look forward to working with HSN to elevate our brand in new and exciting ways."