Costco has ended its partnership with Pepsi and transitioned to Coca-Cola as its official soft drink for its iconic $1.50 hotdog service. CEO Ron Vachris announced this change during the company's earnings call, highlighting Coca-Cola's significant branding efforts and sponsorship strategies. With over 624 warehouse stores and a membership base of 137 million, the collaboration with Costco is a vital component of Coca-Cola's global branding ambitions. This decision follows years of Pepsi's promotion within Costco's food court, which served about 150 million hotdogs last year, making it a key revenue source.
Costco CEO Ron Vachris stated, 'We will be converting our food court fountain business back over to Coca-Cola,' marking the end of Pepsi's tenure at Costco.
Coca-Cola's sponsorship program, costing hundreds of millions yearly, aims to bolster brand visibility through partnerships with major sporting events and venues.
Costco serves around 150 million hot dogs annually, emphasizing the significance of its food court offerings and their partnership with Coca-Cola.
The deal with Costco is crucial for Coca-Cola's global branding strategy, leveraging the large membership base and store footprint.
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