Six Flags extends deal with Coke for ten years

Posted Wednesday, July 18, 2012 9:53 AM | Contributed by Jeff

[Ed. note: The following is an excerpt of a press release. -J]

Six Flags Entertainment Corporation (NYSE: SIX), the world's largest regional theme park company, and The Coca-Cola Company (NYSE: KO) today announced a 10-year extension to their partnership agreement, designating Coca-Cola as Six Flags' Official Beverage Sponsor for all domestic parks. The new agreement begins January 2013 and builds on a 50-year relationship that began at Six Flags Over Texas, Six Flags' flagship park.

"We are extremely proud and excited to extend our valuable partnership with Coca-Cola, and expand our relationship that is built on innovation, service and quality brands," said David McKillips, senior vice president of Corporate Alliances for Six Flags. "We are looking forward to taking our relationship to new heights."

"This new agreement builds on 50 years of refreshing visitors at Six Flags parks. With acres of thrilling rides and attractions to explore, friends and families are sure to work up a thirst enjoying a day outdoors at one of Six Flags' 17 U.S. parks," said Stefanie Miller, Group Vice President of Strategic Partnership Marketing, Coca-Cola Refreshments. "Our diverse portfolio of full, low and no-calorie beverages offers the perfect choice for delicious, ice-cold refreshment for every Six Flags visitor."

The association includes fully integrated marketing, food service and sponsorship elements at every property and exclusive product distribution in restaurants, dining locations and mobile carts for Coca-Cola®, Diet Coke®, Sprite®, Coke Zero™, PowerAde® and Dasani® bottled water, along with energy drinks, teas, juices and all frozen carbonated beverages. The companies will work collaboratively on launching unique beverage innovation concepts, including the expansion of the Coca-Cola Freestyle® Zone, which first opened at Six Flags Great Adventure in Jackson, NJ in 2011.

Also, Six Flags and Coca-Cola will debut many marketing initiatives nationally, regionally and locally, including value-added promotions unique to each property, along with an extensive, fully-integrated media campaign featuring joint creative messaging on TV, radio, the internet and in cinemas. Additional programs will feature Six Flags rewards within the MyCokeRewards loyalty program, as well as social media and mobile phone campaigns.

In addition, Coca-Cola will be the Official Beverage Sponsor of many Six Flags special events, including spring and summertime music concerts and cultural events such as Festival Latino. Coca Cola will market its products on Six Flags' in-park media networks, including TV commercials, custom-made vignettes on award-winning Six Flags TV, digital out-of-home networks, online at, and via experiential marketing on Coke's Swelter Stopper Tour.

Read the entire press release from Six Flags.

Sunday, July 22, 2012 8:05 AM
kpjb's avatar

The beer store that I frequent has 7up, A&W and RC with real sugar in longneck glass bottles. I generally only drink diet soft drinks, but the 7up with real sugar is great. I'll also drink Pepsi Throwback. My only complaint about that is that if they truly wanted to be retro they'd have it in the glass bottles.


Monday, July 23, 2012 4:02 AM

The Mountain Dew throwback is fantastic, although the grocery store I go to seems to have phased it out.

And then one day you find ten years have got behind you
No one told you when to run, you missed the starting gun

Monday, July 23, 2012 7:48 AM
Raven-Phile's avatar

I'm a diet soda, water or diet "enhanced beverage" drinker, and every now and then, I'll grab a throwback. The Mt. Dew throwback gives me awful heartburn, though.

R.I.P LeRoi Moore 9/7/61 - 8/19/2008
Monday, July 23, 2012 5:42 PM

Josh, my husband has the same problem. He likes it, but he just can't drink it without feeling disgusting afterwards. I haven't had it, so I have no idea what it tastes like or if it even makes a difference.

"Look at us spinning out in the madness of a roller coaster" - Dave Matthews Band

Wednesday, July 25, 2012 2:02 AM

I hope all Cedar Fair parks go to Coke products as well.

One thing I don't understand is why Coke doesn't have a widely-available Mountain Dew alternative today.

I think Mello Yello is superior to Mountain Dew for the same reason Coke is to Pepsi. Open a can of Mello Yello, and it has a super carbonated bite that makes a fresh can of Mountain Dew taste like flat syrup.

Replacing it with Surge then Vault was a mistake. If Mello Yello had stayed widely available on every fountain drink stand and well supplied in cans on grocery store end caps, I think it'd be widely accepted as Coke's Mountain Dew today with enough clever advertisement.

Instead, it's like a hidden gem you find every now and then, with my local stores always stocking just 2 12-packs. You'll rarely find it or Vault still on fountain machines, but most commonly there simply is no Coke Mountain Dew alternative.

Wednesday, July 25, 2012 3:13 AM
LostKause's avatar

God, I miss Surge.

Wednesday, July 25, 2012 4:09 AM

Surge was awesome. I liked it better than Mountain Dew. I had some Mellow Yellow last summer, and it tasted like a really weak, watered down Mountain Dew. Certainly not as good.

And then one day you find ten years have got behind you
No one told you when to run, you missed the starting gun

Wednesday, July 25, 2012 10:22 AM

As far as Cedar Fair going to Coke, The Point was a Coke park in the mid 1970's. This was during the Interstate United era, which might have had something to do that. While I would be delighted to have Coke back in the parks my wife would be somewhat disappointed (yeah we're a two brand household).

Wednesday, July 25, 2012 10:31 AM
Jeff's avatar

I actually recall CP being a test market for Cherry Coke, before it was widely available as a bottled beverage. (Yes, I know diners, restaurants and malt shops added cherry themselves.)

Jeff - Editor - - My Blog - Silly Nonsense

Wednesday, July 25, 2012 12:02 PM
Jason Hammond's avatar

If they have cherry coke available, I guess I wouldn't be too disapointed with a switch from Pepsi. I like Cherry Coke much more than Cherry pepsi. I prefer Regular Pepsi over Coke. But, I prefer Diet Coke over Diet Pepsi. Yeah, I'm wierd.

854 Coasters, 34 States, 7 Countries My YouTube

Wednesday, July 25, 2012 5:00 PM

I too liked Surge (By the way, it's still available in Norway as "Urge" if you're visiting. ;) ), but I didn't think it was a whole lot different from Mello Yello. I think its heavy, hardcore advertising is why many still have a fond attachment to it.

By the way, does anyone remember RC's Mountain Dew alternative, Kick: "The hardcore, psycho, nitro drink in a can?" It tried so hard to be a cool, Mountain Dew killer with its warnings posted all over the can.

Last edited by Jeph, Wednesday, July 25, 2012 5:08 PM
Thursday, July 26, 2012 11:19 AM
kpjb's avatar

There are two things that will never be copied properly. Mountain Dew and Doritos. All other versions of those two things suck.



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