Simon Grabs a Coke

Simon Brand Ventures (Indianapolis), the marketing division of Simon Property Group Inc., and The Coca-Cola Co. (Atlanta) announced a multi-year comprehensive marketing alliance that will make Coke the exclusive non-alcoholic beverage vendor for mall space controlled by Simon Property Group.

Coca-Cola will also have promotional and exclusive vending rights within the common areas of Simon properties in the United States.

The alliance, which begins in January 2003, covers vending, sponsorships, promotion and on-mall advertising across the entire Simon franchise — 248 properties containing an aggregate of 185 million square feet of gross leasable area in 36 states. Coca-Cola will employ major marketing initiatives at Simon properties throughout the term of the agreement.

Founded in 1997, Simon Brand Ventures has entered into strategic partnerships with more than 100 retailers and sponsors within the last year, including Cingular Wireless, Reebok and VISA U.S.A., to stage brand experiences in Simon malls through a variety of media platforms. Simon claims its properties — which include The Mall of America (Minneapolis) and The Forum Shops at Caesars (Las Vegas) — serve more than 100 million shoppers who make approximately 2 billion visits to Simon malls each year.