consumers

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.

strategy

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

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.

 
execution

Over 80% of the licensed merchandise was redesigned. The apparel category was expanded with a line of recycled, repurposed, and reclaimed merchandise. Business experienced double digit growth in 2008 with increased market penetration. Coca-Cola was awarded the Corporate License of the Year and nominated for Best Overall Licensing Program by LIMA in 2008.