What Is the Coca Cola Program Called "Spread the Red"?


Quick Answer

The Coca-Cola Spread the Red program is a marketing program for Coca-Cola business partners to promote brand awareness and increase sales with specialty and premium merchandise that highlights Coca-Cola brands and provides co-branding opportunities for partners. The partners are generally retailers and food service operators.

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Full Answer

Like the Coca-Cola Catalog program, the Spread the Red program is one of the marketing tools available to Coca-Cola’s business partners. The program helps promote brand awareness and makes extensive use of promotional merchandise, but emphasizes partner customization, specialty and premium items and product giveaways.

The merchandise features Coca-Cola’s popular brands, such as Coke, Sprite and Diet Coke, and includes T-shirts, caps and coolers. Premium items include clothing such as polo shirts, bags and accessories. The program also includes some nontraditional merchandise, including bar stools, umbrellas and jigsaw puzzles. Same-day shipping is available for pre-branded merchandise.

Partners have the option of customizing the merchandise under this program and have unlimited access to the Merchandise Design Center, where they can experiment with their own logos or create new designs. Companies can add their customization to Coca-Cola branded merchandise to highlight their partnership with Coca-Cola and raise their own brand awareness. Partners can use dual-branded premium items as contest prizes, employee incentives or as rewards to customers. They can also use this merchandise to help employees stand out at sporting or community events.

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