Nothing goes better with a sunny afternoon, a visit to the beach and a stroll down Lincoln Road than an ice-cold Coca-Cola®. City of Miami Beach Mayor Matti Herrera Bower today announced a 10-year sponsorship agreement with The Coca-Cola Company to serve as the city’s exclusive beverage provider. The agreement also secures Coca-Cola’s support for recycling initiatives in Miami Beach.
“A partnership between two of the world’s best known and coveted brands – Coca-Cola and Miami Beach – is a natural,” said Miami Beach Mayor Matti Herrera Bower.
As part of the sponsorship agreement, the Company and city will launch a series of marketing and sustainability initiatives to leverage the power of both brands. These initiatives will feature a joint, Art Deco-inspired logo. The City of Miami Beach may also be included in future promotions through My Coke Rewards®, the Company’s consumer rewards program.
“Since 1907, we have called South Florida home – our products are bottled locally by people who live and work in this community. Our announcement is another way we are committed to South Florida and the Miami Beach community,” said Pamela Stewart, Vice President, Foodservice On-Premise, Southeast Region, Coca-Cola Refreshments. “In addition to refreshing visitors and local residents with our brands, we will partner with the city to launch a recycling program with consumer education and recycling bins on city property.”
To support the city’s sustainability initiatives, Coca-Cola will connect people to water stewardship, recycling and energy efficiency in unexpected ways. From recycling bins along Lincoln Road to hybrid delivery trucks, Coca-Cola will demonstrate that sustainable choices are all around.
Coca-Cola will also pilot five recycling machines in Miami Beach. The strategically placed machines separate, sort and crush plastic bottles and cans, creating a closedloop recycling system. Each machine features bilingual, on-screen “Give it Back” recycling messages. In addition, Miami Beach will install energy-efficient Coca-Cola vending machines at all public owned and managed facilities, including City Hall, parks and recreation centers and parking garages.
“One of the exciting components of this partnership is the commitment to green initiatives,” said Miami Beach City Manager Jorge M. Gonzalez. “Miami Beach has been a leader on sustainability efforts and Coca-Cola provides new opportunities for us to become an even more eco-friendly destination.”
Coca-Cola and the City of Miami Beach both also have a long history as pop culture icons. To celebrate this heritage, the Art Deco Welcome Center will feature a Coca- Cola photography exhibit entitled “New Partners, Old Friends.” The photography series showcases the brand throughout the 20th century.