The New World of Coca-Cola Museum, which opened in Atlanta in May, is proving to be quite the spectacle for visitors. It's also a great example of how a brand continues to provide innovative ways for customers to reconnect with a brand story.
Besides being a shrine to the world's largest beverage company, company spokesperson Petro Kacur describes the venue as being "an opportunity to tell the story of the brand and develop a richer bond with consumers. Maybe new fans or visitors will rediscover an old friend."
It's the ability of consumers to connect with a story that provides the most enriching brand experiences. And Coca-Cola has quite the story to tell. From its appearance in Norman Rockwell paintings to its memorable musical advertising campaigns ("I'd Like to Teach the World to Sing"), the brand continues to establish its presence as an industry leader.
HIghlights of the museum include interactive displays, historical artifacts and memorabilia, a 200 seat theatre where visitors can follow an eight minute behind the scenes documentary of Coke's travels through the vending machine, and an advertising theatre rerunning famous TV spots. For true fans, there's also the inevitable gift shop selling everything from glasses to jewellery. Not to be outdone is a tasting lounge where visitors can sample from an array of 70 drinks from all over the world.
Although it's tempting for skeptics to view the museum as "hokey", one cannot deny the brilliance of the company in its ability to design rich experiences that are able to relate to consumers at a human level. Through sight, sound, taste and touch, Coca-Cola continues to rewrite the brand story and engage consumers by reminding them why their experience has been, and always will be, a true reflection of the "real thing."