Pepsi’s Super Bowl polar bear ad had wild timing after my recent visit to the Coca-Cola Store at Disney World. Pepsi made a bold statement with its taste test, Coldplay reference and Easter eggs, which instantly became a conversation starter.
Several brands invested in celebrity talent for Super Bowl commercials, but Pepsi’s ad stood out for its creative messaging. While Pepsi’s strategy seemed savage, the Coca-Cola polar bear will always be sentimental for me.
It’s already been 15 years since I first met Coca-Cola’s polar bear mascot in Las Vegas. I assumed that he’d be part of my Disney vacation routine indefinitely. The Coca-Cola Store was one of my first calls when I landed in Florida recently. I needed to know about the polar bear’s availability so I could plan accordingly. A sales rep answered and said the polar bear is now only offering photo ops in Atlanta.
It was disappointing to hear the polar bear was gone from Disney World. You can’t replace that experience with merchandise, even if it features the polar bear. No matter how many t-shirts, sweatshirts or mugs Coca-Cola sells, it’s not the same. Character experiences are the main attraction at Disney World, so brands inside Disney Springs should lean into that.
Coca-Cola should take advantage of their captive audiences in tourist hotspots. Whether visitors are curious to try Coca-Cola’s global flavours on the rooftop bar or loyal enough to browse the merch, the Coca-Cola Store at Disney Springs presents a major opportunity to invest in experiential marketing.
I always stop by when I’m nearby. In fact, if I had timed my visit differently, I never would have met creator Spencer Barbosa or seen her fans’ reactions firsthand.
I’ve spent a month of my life at Disney theme parks! I love analyzing them through a marketing lens and noticing the small details, like the custom Coca-Cola artwork at Animal Kingdom through Disney’s ongoing partnership.
Disney Springs is a must-see in Orlando and now I start my trips there. I love seeing all the Disney merch upfront to prioritize my favourite souvenirs. That way, I can focus on shows and rides at the parks.
I’ve collected unique Coca-Cola merchandise over the years, but it’s not for everyone. After scaling back the polar bear’s in-store appearances, Coca-Cola has an opportunity to rethink fan engagement in its bright, multi-level retail spaces. If Pepsi’s controversial Super Bowl ad isn’t enough motivation to reinvest in experiential moments, what is?
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