As someone who owns Coca-Cola stock because it controls 3.5% of the world’s liquid beverage supply and earns obscenely high profit margins of 29%, I follow the beverage maker’s marketing efforts over the years. In particular, I paid attention to My Coke Rewards, which was launched in February 2006 before being discounted on June 30, 2017.
The purpose of Coca-Cola’s reward program, like any other, is to try and convince its customers to be more loyal to its brand or consume more of its product than would otherwise be if the case due to an incentive. Maybe this means forsaking the occasional Dr. Pepper, or hitting up the vending machine for soda when tap water would do.
What is interesting to me is this. When Coca-Cola first launched a reward program in 1992, it would simply give customers a peelable entry that would tell them whether or not they … Read the rest of this article!