Coca-Cola is launching its first reward scheme specifically for the UK, as it looks to build brand loyalty across its portfolio of drinks. It is seeking partners in the music, fashion and entertainment sectors to pilot the programme, called Coke Zone, next month.
The programme will initially focus on three Coke brands, Coke, Diet Coke and its sugar-free variant Coke Zero.
The venture, which will be officially rolled out in the Spring of 2008, will be supported by a comprehensive marketing campaign, including TV, online advertising, in-store activation and a PR campaign.
Consumers will be offered prizes spanning music, fashion and entertainment, though details of the particular rewards have yet to be finalised.
The rewards scheme works by allowing consumers to build up points, which are redeemable against the rewards, by entering unique on-pack codes via SMS text messaging or through the Coke Zone website.
The venture could see Coke partnering up to 60 different reward partners. Coke Zone will launch nationally next year, with the codes appearing on 500ml bottles and two litre packs of Coke, Diet Coke and Coke Zero.
Coke is also proposing to roll out the scheme across the rest of its portfolio in the future.
The soft drinks brand, which is currently reviewing its £30m UK media business, is looking to increase its commitment to mobile and branding campaigns.
It is searching for a mobile marketing agency to boost its commitment to global SMS on-pack promotions.
Earlier this year, Coke announced its intention to raise loyalty to its Sprite brand, with the launch of The Yard, an online social network aimed at 13-to 25-year-olds.