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HSN Pops The Cap On A Coca-Cola Partnership

Multichannel retailer HSN today announced a deal with the Coca-Cola Co. to create a multi-year merchandise, marketing and digital experience that enhances collaboration between both brands in 2013. HSN already offers a wide range of Coca-Cola branded products on its web site including home goods.

The partnership will involve the Coca-Cola brand in HSN’s programming events throughout the year including seasonal celebrations as well as other engaging programming and unique multiplatform content, the retailer stated. An extensive online store also will arise from the deal, said HSN. At the same time, the My Coke Rewards store, part of the beverage maker’s loyalty program, will add HSN merchandise. A special HSN Cares campaign with Diet Coke in support of The Heart Truth, an educational campaign about women’s heart disease, will launch in February.

The HSN assortment of Coca-Cola branded merchandise will include popular Coca-Cola items as well as never before seen, exclusive products developed to excite everyone from the brand’s casual enthusiasts to avid collectors. The assortment spans a variety of styles from modern to nostalgic and features items across categories that include kitchen appliances, home decor, toys, sporting goods and fashion, the company pointed out. When complete on, the store will be the largest online Coca-Cola retail site in the world, it asserted.

“We are very excited about this robust partnership between HSN and The Coca-Cola Co. in 2013,” said Bill Brand, HSN executive vp/programming, marketing and business development. “True collaborative partnerships inspire our organization, our partners and most importantly our customers. HSN is dedicated to offering our customers fun, engaging retail opportunities, and we look forward to introducing the HSN experience to a new audience and evoking that iconic moment of happiness that embodies the Coca-Cola brand.”

Stuart Kronauge, the beverage producer’s vp/Coca-Cola Trademark Brands, said the HSN deal “gives us the opportunity to leverage their innovative digital platforms and engaged customer base to introduce the world of Coca-Cola to a whole new audience. Fans of our brand will be able to experience it like never before, and we look forward to working with HSN to elevate our brand in new and exciting ways.”