Coca-Cola wants people in Great Britain to hang on to the PIN codes found under their bottle caps, beneath can ring pulls, or inside multipack packaging.
The beverage giant just launched The Club, a loyalty program inside the Coca-Cola app that turns those codes into points. When you buy Coke Zero or Coke Original Taste, a PIN code on the product can be entered into the app for points.
You can get up to 60 points for a can or bottle and up to 260 with a multipack.
What you do with the points is up to you, however. In its promotions, the brand says around 100,000 rewards are on offer, from discounts and experiences to even a free Whopper at Burger King. Because Coke sponsors the Premier League, members can also enter raffles for tickets to games.
Coca-Cola describes The Club as a long-term, “always-on” loyalty platform that will support future campaigns and seasonal promotions. The company plans to keep adding new rewards over time rather than running the scheme as a fixed-term promotion.
Coke has been down this road before. Its last rewards program, Coke Zone, started in 2008 but was shut down five years later. The company admitted at the time that most people visiting the site cared more about its content than earning points, so the idea never really took off.
This time the brand is betting that shoppers watching their money will be more interested. Only Coke Zero and Coke Original Taste count for now, so a Fanta or Sprite won’t get you anything for the time being.
There has been no indication that the program will expand to the U.S., where Coca-Cola’s previous major loyalty scheme, My Coke Rewards, ended in 2017.
Sources: Coca-Cola, Premier League Promotions (Coca-Cola), MarketingWeek