Coca-Cola launches Coke Zone reward programme

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here