Czar Teams with Coca-Cola for Virtual Convenience Experience

Longtime customer, Coca-Cola, turned to the Czarnowski team to improve their brand presence at last month's NACS (National Association of Convenience Stores) event, the largest trade show for convenience retailers in the US. At the show, buyers for convenience stores such as 7-Eleven and Circle K convened at NACS in Atlanta to “shop” for products to sell in their stores. It’s one of Coke’s  premier events of the year, offering an abundance of sales opportunities – and competition. 

Czarnowski's Creative Team developed the concept of a Digital Cold Vault, a virtual version of a convenience store’s huge beverage coolers. In reality, the store’s “wall of fridges” can generate significant profits, especially if it offers the right products to the right customer. The Digital Cold Vault shows buyers different beverage coolers stocked with Coke products selected to appeal to specific customer groups – in a life-size, real-time format. 

Controlled by a Coke representative through an interactive kiosk, the Digital Cold Vault displays different product combinations on 60 video microtiles that come together to create a digital, life-size cooler wall. Product information and videos also were programmed into the experience, so visitors could learn more about Coke's newest product innovations anytime during the presentation. More than 120 retailers engaged with the system throughout the course of the show, some staying for 15 minutes or longer to discuss shopper strategy with Coke representatives. Competitors were also intrigued by the Cold Vault – many stopped by for photos, and one even said, “I’ll have to make sure I have one of these next year at our booth!” 

One of our Coca-Cola direct contacts called the show “a game-changer,” saying “our Digital Cold Vault experience let us spend time working with retailers to not only showcase our brands and packages, but also our thought leadership and category expertise.” Coke has also asked Czarnowski to incorporate the Digital Cold Vault into three permanent installations and create a mobile version for Coke sales reps. 

Well done to the CZAR and Coca-Cola Partnership!