By George Anderson
Coca-Cola wants to keep its loyal customers loyal and the beverage manufacturer has launched the largest rewards program in its history to help it achieve just that.
The new program, dubbed My Coke Rewards, will launch with unique codes under the caps of 20-ounce Coca-Cola Company brand beverages. Consumers can then go online to www.mycokeawards.com to create an account and enter their code. Every time they get a new code from drinking a Coke product, they add it to their account. When consumers have collected enough points, they can redeem them for rewards from Adidas, Delta, Kodak, Blockbuster, Sony, Hilton, BlueFly.com, Spafinder and others.
Katie Bayne, senior vice president, Coca-Cola Brands, Coca-Cola North America, said in a released statement, "My Coke Rewards is unique in its ability to truly personalize the consumer's experience with Coca-Cola. The program allows us to tap into our consumers' passions and tailor their online experience to offer them what they really want."
To further tailor the experience, Coca-Cola has added a bilingual component to the program. Spanish speakers will be able to choose a Spanish language option on the rewards site to manage their accounts.
Coca-Cola will support My Coke Rewards with television, radio and cinema commercials, online and print advertising and in-store point-of-sale.
Moderator's Comment: Will My Coke Rewards have a positive impact on total consumption of Coca-Cola brand products? Will the success (or not) of the program have a direct correlation with consumer brand loyalty for Coke products? - George Anderson - Moderator