First there were Flagship stores, then Experience stores, then BEING SPACES and now… Brand spaces? Coca-Cola Company in December launched Coca-Cola Red Lounges, an interesting experience-based innovation that targets teens in malls in Illinois and Los Angeles (source: Promo Xtra). The first lounges opened two months ago in Chicago-area Westfield Hawthorne Shoppingtown, Illinois, and Los Angeles’ Westfield Topanga Plaza. The move makes sense, considering Coke’s President and COO Steve Heyer’s recent statement that “the days of mass, homogenous marketing are behind us”.
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