Coca-Cola to close Coke Zone points scheme

Coca-Cola is to cease its Coke Zone loyalty scheme and switch to using it as a tool to promote “unique experiences” that do not require amassing points.

Coke Zero

From 16 October 2013 Coke Zone members will no longer be able to collect points from Coke, Diet Coke and Coke Zero packs and redeem them for rewards and prize draws. Users can currently redeem their points for rewards such as Coca-Cola merchandise, magazines, cosmetics and speakers.

The company says Coke Zone will still continue to be its “virtual door” to the brand, with access to promotions, events and experiences but users will no longer be able to collect and redeem points.

Codes from packs entered on or after 16 October 2013 will not generate points. Any points already collect that have not been redeemed by users will expire after that date.

Coca-Cola has already sent emails to Coke Zone members with leftover points to encourage them to redeem their points. It has also set up a dedicated customer service team to address any questions users might have.

The company says in a statement: “We are making some changes to Coke Zone following a review of which parts of the site are of most interest to people. What this review tells us is the vast majority of people visit Coke Zone for news, competitions and the chance to win great prizes and experiences, rather than to collect and redeem points in exchange for gifts like t-shirts and headphones.”

Coke Zone launched in 2008 as the company looked to build brand loyalty across its portfolio. The loyalty drive relaunched in 2011 with a new design created by digital agency Sapient Nitro.

The points scheme is managed by Aimia, which also facilitates the Nectar loyalty programme.

Separately, Coca-Cola Company reported a 15 per cent drop in profit to $1.75bn in its first quarter as a slump in sales in recession-stricken Europe and the US offset solid performances from its Latin American, Eurasian and African divisions.

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