The partnership will provide Coca-Cola Singapore with branding opportunities within the museum and enable the beverage company to partake in numerous consumer promotions organised by ArtScience Museum.
Museum visitors will be able to enjoy a variety of premium beverages from Coca-Cola, available at the SweetSpot outlet located within the museum.
“We see tremendous synergies as both brands are drivers of innovation in our respective leagues,” said Maunik Thacker, senior vice president of marketing at MBS. “ArtScience Museum has always aimed to present the best international touring exhibitions and develop our own unique programming activities, and this is a value that is echoed by Coca-Cola.”
Coca-Cola has a long association with Las Vegas Sands globally, which helped bring the two parties together in Singapore, Amit Oberoi, CEO of Coca-Cola Singapore Beverages, told Campaign Asia-Pacific.
“It’s a right timing to take this partnership to a next level, as we have got to know each other better since Coca-Cola started to partner with MBS in 2010,” he said. “Coca-Cola aims to refresh the world with new experience and innovation. Now we see the opportunity to expand that possibility to reach more consumers, and help them achieve their objectives.”
Oberoi called the partnership “a natural fit” for the company as the museum is a family-friendly venue offering diverse exhibitions, and Coca-Cola has long been associated with art in its rich history. As an example, he cited Andy Warhol's Coca-Cola artwork, which was showcased at the artist’s exhibition at ArtScience Museum last year.
The two companies will work together on a special project for Christmas, ‘Painting with Lights’, as part of the museum’s festive celebration. Until the end of the year, visitors can decorate a 3.5- metre steel spiral Christmas tree with handmade art of cyanotype print. The first 80 visitors every day will receive a Coca-Cola Christmas polar bear from 13 December to 24 December.
“Christmas is always a significant holiday for Coke, as its red colour and the spirit of giving is closely associated with the brand,” Oberoi said.
Moving into 2014, the World Cup will be the most important event for Coca-Cola as a global sponsor. “We are planning for a lot of activities in Singapore,” he added. “In addition, we will be discovering other new revenue opportunities here, such as a new product that will be launched next year.”
Oberoi refused to be drawn on what that product will be.