We believe that brand licensing, when done right, can build a brand’s equity and strengthen consumer connections by extending positive brand experiences into the day-to-day life of consumers. At BLT, brand licensing isn’t just what we do -- it’s our passion. Our team of strategic thinkers, creative designers and branding experts will bring those brand experiences to life and strengthen the consumer + brand connection by establishing a deeper relationship with your brand.
The Coca-Cola Company began a 3-year journey to transform its licensing business and amplify the role of licensing to support the brand. The strategy was to upgrading design, extend the consumer base, support the brand’s environmental focus, and rebuild the business in the mass channel.
Design was upgraded supported by rich consumer research to appeal to a broad range of consumers with a shared aspirational lifestyle. Product categories were deepen with an emphasis on teens and young adults and building out coordinated programs and stories at retail. The mass channel business was strengthened through design and more strategic products that were authentic to the brand values.