Coca-Cola unlocks ‘Le Comptoir du Capitaine’

Friday, 29th June 2007 at 15:51

ImageThe official partners of Disneyland Resort Paris and Euro Disney SCA have suddenly been spurred into action during recent months. Following the Ford sponsorship of Autopia and the Unilever/Ben & Jerry's takeovers of several ice cream and food locations, it's time once again for Coca-Cola to splash some cash (and their branding) over another "new" refreshments retail - their fifth in recent years!,

The newly themed and named location, situated at a heavily congested spot of the park between Pirates of the Caribbean and Peter Pan’s Flight, features an endless array of pirate props, Disney details and subtle Coca-Cola references. Everything from barrels of the famous soft drink to pirates’ tankards hung on the walls and a giant sail in the colours of red and white.

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Coca-Cola have already become a very noticable brand in Disneyland Park recently thanks to its investments elsewhere – the Cool Post in the African section of Adventureland several years ago, the neon-lit Cool Station in Discoveryland, the impeccably-themed L’Arbre Enchanté in Fantasyland and even the highly authentic Coca-Cola delivery truck for Main Street USA.

What sets this location apart? It was already there, and already doing fantastic business. Passing through this crowded pathway from the Fantasyland/Adventureland border to Pirates of the Caribbean, the queue for the hot dog and refreshments kiosk frequently tailed off toward the attraction itself.

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So, whilst the Cool Station, L’Arbre Enchanté and Main Street Delivery Truck all tap into a brand new (and now already very successful) market, this one has already been raking in the gold for Coca Cola’s drinks for many years as a simple, unthemed food kiosk. Which, after only a quick glance at the amazing detail here, makes the transformation even more impressive.

The location now also has its own name for the first time – ‘Le Comptoir du Capitaine‘, translating roughly as “The Captain’s Trading Post/Bar”.

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Not only does the location feature hidden Mickeys and countless Coca-Cola bottles, but you might even spot a few details from the movie trilogy in there – such as E.I.C. (East India Trading Company) branding on several bottles, edging the nearby attraction ever closer to its big-screen counterparts. The only detail surprisingly missing from the location is the classic line “Drink up me hearties, yo ho!”, which has never had a more perfect time for its use…

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A simple food kiosk themed to this quality would be hard to spot at the US Disney parks or even Tokyo – the same standard of immersive themeing and storytelling which made the original 1992 park so congratulated now appears to be spreading and seeping further and further into the general fabric of the lands. With the resort’s management on a keen mission to continually drive up guest satisfaction and that quality Disney “edge” you won’t find anywhere else in Europe, it looks like they unlocked a real treasure chest with Coca Cola’s more active investment recently.

The only place still lacking this new themeing touch (other than Frontierland, which is already quite well served for food), would be Walt Disney Studios Park. With La Terrasse retaining its place as a refreshments courtyard once the Hollywood Boulevard project is complete, could Coca-Cola’s money next spill over into a new food retail location that isn’t a Studio Catering Co. van?

All photos by Joel’s Photo Hunt.

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