Coca-Cola has introduced a new loyalty program in Great Britain called The Club, encouraging consumers to collect PIN codes found under bottle caps, can ring pulls, or inside multipack packaging. The program, accessible through the Coca-Cola app, allows users to exchange these codes for points. A single can or bottle can earn up to 60 points, while multipacks can yield up to 260 points.
The points can be redeemed for various rewards, including discounts, experiences, and even a free Whopper at Burger King. Additionally, members can enter raffles for Premier League tickets, thanks to Coca-Cola's sponsorship of the league. The company describes The Club as a long-term loyalty platform designed to support future campaigns and seasonal promotions.
This isn't Coca-Cola's first attempt at a loyalty program. The previous initiative, Coke Zone, launched in 2008 but was discontinued five years later due to low engagement. The company acknowledged that most visitors were more interested in the site's content than earning points. This time, Coca-Cola is hoping that cost-conscious shoppers will be more inclined to participate.
Currently, only purchases of Coke Zero and Coke Original Taste qualify for points, excluding other brands like Fanta or Sprite. There is no indication that the program will expand to the U.S., where the last major loyalty scheme, My Coke Rewards, ended in 2017.