Coca-Cola launched an experience-driven online marketplace to sell directly to consumers in Western Europe. Dubbed a “theme park of experience,” the website allows customers to create personalized cans, build product bundles, and set up a subscription for regular deliveries. The new digital strategy is part of a larger effort to drive the brand’s DTC business, which, according to the company’s president, will see the business “move away from primarily broadcast communications to create an ecosystem of experiences for our consumers.” The company built and trialed the concept in the U.K. during lockdown last year and plans to expand throughout Europe, forecasting a clientbase of up to 500 million consumers in the region by 2025. (Marketing Week)
