Producer and distributor of soft drinks with presence in 180 countries around the world.
In thousands of Mexican fondas—small, traditional eateries—Coca-Cola needed to reinforce its presence in a functional yet iconic way. The goal was clear: to offer a practical tool for fonda operators while ensuring every diner was constantly immersed in the Coca-Cola brand universe. The challenge was to go beyond traditional promotional materials and introduce an innovative glorifier that would integrate organically into the dining experience.
With a multifunctional structure and strategic use of branding elements, the glorifier had to serve as a daily tool and, simultaneously, a silent ambassador of the brand. The need to accommodate common items like salsa bowls, salt shakers, and napkins while showcasing promotional messages posed a design and engineering challenge that demanded both creativity and precision.
The glorifiers were designed and produced using rod and sheet metal—durable, recyclable, and long-lasting materials that also allow for clean, modern finishes. Two color versions were created to adapt to different customer profiles: red for classic fondas and black for contemporary ones.
Each glorifier includes two 200ml salsa bowls on the sides, a napkin holder on one end, and space for two salt shakers on the other. At the top, a “copete”-style graphic highlights ongoing promotions, creating a visual focal point that encourages product recall and reinforces the brand message.
This multifunctional format not only improved operational efficiency in fondas but also standardized the Coca-Cola image in small establishments—an essential strategy for market penetration and consistency across consumer touchpoints. The use of metal materials ensures product durability in high-use environments, offering a sustainable and efficient long-term investment for partners.
The implementation of these glorifiers resulted in a noticeable improvement in brand visibility and customer interaction within the fondas. The strategic placement of promotional messages and iconic branding elements led to increased customer engagement and recall during key moments of consumption.
The functional and aesthetic design generated a wave of positive reactions from fonda owners, who appreciated not only the improved organization of their service stations but also the immediate association of their establishment with a premium brand.
This initiative fulfilled Coca-Cola’s objective of increasing brand presence and customer loyalty in one of its most culturally significant markets. The project demonstrated that promotional items can transcend utility and become strategic tools of brand identity.
"The way we bring our brand to life at every touchpoint is critical. Every detail matters—from what people see on the shelf to what they touch at the table."
– James Quincey, Chairman and CEO of The Coca-Cola Company
"Innovation is not only about products; it’s about how we connect with people every day."– Bea Perez, SVP & Chief Communications, Sustainability & Strategic Partnerships Officer at Coca-Cola
Glorifiers are not just utensils; they are powerful tools of functional marketing that can elevate brand perception, build customer loyalty, and streamline daily operations for local businesses. Incorporate custom glorifiers into your point-of-sale strategy and strengthen your connection with consumers through proximity and attention to detail.
Contact us for more custom metal displays.
