A Coca-Cola executive said yesterday that the early success of its new consumer rewards program may be the impetus to roll the program out across other brands.
Under the My Coke Rewards program, which kicked off this month, consumers enter under-the-cap codes found on Coca-Cola products at MyCokeRewards.com to redeem their rewards. The program is Coke’s largest ever and includes 4 billion unique redemption codes worth $50 million in prizes during the year (Xtra, March 2).
“So far it [the program] has been great,” said Alison Lewis, SVP-integrated marketing at Coke. “We have to see how it goes and then gauge its strength. If it’s successful in the long term we’d be crazy not to expand it to make it unique for our other brands.”
Coke’s other U.S. brands include Sprite, Minute Maid, Nestea, Dasani and Evian bottled water.
The program debuted on 20-ounce packages of Coca-Cola products, including Coca-Cola Classic, Diet Coke and Coca-Cola Zero. Rewards vary from music downloads to Blockbuster movies.
Lewis’s comments came after she took part in a discussion on building brands at the PMA Annual Conference 2006 in Chicago, which ended yesterday.
On Wednesday, Beverage Digest, an industry journal, released data, which indicated that the number of cases of soda fell 0.7% last year to 10.2 billion cases, the first fall off in 20 years.
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