Rouse Properties, Inc., a national owner and operator of regional enclosed malls based in New York, N.Y., announced it has entered into a multi-year marketing partnership with PepsiCo to become its exclusive vended beverage partner at 29 mall locations. Under the agreement, PepsiCo will provide each mall with a wide range of soft drinks, bottled water, sports drinks, teas, juices and other beverages – including brands such as Pepsi, Mountain Dew, Gatorade, Lipton Iced Teas and Aquafina.
The mutually beneficial partnership should result in increased ancillary revenue for Rouse with state-of-the-art Pepsi vending machines strategically located throughout 29 of its mall locations, according to the company. Furthermore, Rouse and PepsiCo have agreed to engage in joint marketing programs aimed at promoting both brands, increasing mall traffic and encouraging consumer engagement. Planned events could include raffles, prize giveaways, product tasting and in mall entertainment.
“As one the most well-known and respected food and beverage companies in the world, PepsiCo is the perfect beverage partner to complement our high caliber retail and lifestyle offerings,” said Brian Harper, executive vice president of leasing for Rouse Properties in a prepared statement. “This partnership brings together two leaders in their respective industries and provides the roughly 200 million consumers that visit our malls with a variety of refreshing beverages, creating a more satisfying shopping experience.”
“Rouse Properties has a strong commitment to building and investing in its communities, offering industry-leading brands and putting its shoppers first – a vision that we share,” said Jean Jakoby, vice president of sales for PepsiCo Foodservice. “We’re confident that our market-leading beverages and unique marketing activations will refresh and delight Rouse shoppers, and we look forward to a long and productive partnership.”