Coke Readies 'My Coke Rewards' Loyalty Program

Coca-Cola will break a loyalty-marketing program next month that lets consumers collect on-pack codes across several brands.

"My Coke Rewards" will run as an open-ended continuity program, but also serve as an overlay for short-term promotions. It launches in February with Coke's NCAA promotion, with My Coke Rewards info alongside NCAA graphics on 20-oz. bottles. The program will roll out to other packaging later in the year.

Consumers register for My Coke Rewards, then collect codes from bottle caps and packaging to bank online and later redeem for premiums. Some caps and packs will carry instant-win messages instead of codes. The program will get heavy P-O-P support with its NCAA kickoff.

Pepsi-Cola Co. ran a similar continuity program in the U.S., PepsiStuff, from 2000 to 2002, but dropped it to shift marketing dollars behind its then-new $160 million NFL sponsorship. Yahoo partnered with Pepsi in 2001 to execute the program. PepsiStuff first launched in the mid-1990s as a summer promotion, with a sweeps and catalog distributed in-store.

Coca-Cola Canada ran a summer continuity program, Coke Auction, in 2002, with "Coke credits" behind labels on single-serve bottles. Participants collected credits to bid on or buy goods online, from CDs and video rentals to exotic trips or recording-studio time.