Coca-Cola To Splash Its Brand All Over Massive American Dream Mall In N.J.
The long-awaited 3M SF American Dream mall and entertainment complex in the New Jersey Meadowlands will open later this year. When it does, it will be intertwined with one of the world's most iconic brands.
American Dream developer Triple Five Group has signed a deal with The Coca-Cola Co. and Liberty Coca-Cola Beverages (Coke's locally owned bottling company) to infuse the property with the soft drink brand.
Coca-Cola will create a sign for American Dream’s exterior facade, and the property and Coca-Cola will partner with local artists to create works that will be displayed in branded areas. Eventually there will be "American Dream"-flavored beverages on offer at the mall.
Coca-Cola will host various events at American Dream featuring its paid athlete and celebrity spokespeople, and the soft drink company will sponsor a storefront with interactive space, a podcast studio and media wall to connect visitors to social media platforms.
The beverage company will also offer its products at American Dream "green rooms" for event participants and others, and create Coca-Cola Eats, a dining space for about 800 that will feature various cuisines and, of course, Coca-Cola drinks.
The developer of the massive American Dream, being built at the Meadowlands sports complex in Northern New Jersey, and Atlanta-based Coca-Cola assert that such branding will add experiential value to the property.
“Our drink offerings translate across cultures, and that matches well with the global audience American Dream will attract," Coca-Cola North America Vice President of Sports Marketing and Region Assets John Mount said in a statement. "This multiplatform partnership will allow us to connect with visitors in a truly unique way.”
When completed, American Dream will feature over 450 retail, food and specialty shops, complemented by such entertainment offerings as the fully enclosed DreamWorks Water Park, a Nickelodeon Universe Theme Park and a 16-story Big Snow Indoor Ski & Snow Park.
The property will also include a live performing arts theater, a 300-foot-tall Ferris wheel, a Sea Life Aquarium, a Legoland Discovery Center and an NHL-sized ice skating rink. Its dining terrace will have at least 15 full-service restaurants and a 38K SF food hall created by Munchies, a website and digital video channel by Vice.