Coca-Cola Launches Subscription Box For Megafans
Coca-Cola North America has entered the subscription-box space by launching Insiders Club, allowing members to sample new, unreleased drink varieties and flavours before they hit the shelves.
A limited number of fans in the US will receive three new drinks to try per month for a six-month period at a cost of $10 per month. Beverages include the brand’s new Aha flavoured sparkling water, and Coke Energy (released in the UK in 2019).
The initial 1,000 memberships sold out in less than three hours. Further hopefuls can join a waiting list on the Coca-Cola website to be notified when more slots are released. The brand will monitor social media and feedback from fans to assess preferences, which will be factored into further product development and future launches.
“Coca-Cola North America is treating the programme as a pilot, as a proof point of the company’s entrepreneurial, test-and-learn culture,” said a brand statement. “The team will monitor sales, feedback and social media buzz, and consider expanding beyond the six-month trial.”
It’s a savvy move, as it offers a way for the brand to receive consumer feedback without launching new products at scale. It also creates fan buzz online around the drinks that prove to be the most popular prior to launching to the general public.
For another recent example of a food brand tapping into the subscription market, read BuzzFeed & LG Launch Cookie Subscription Service. See also Supermarket of the Future: Hero Products & Supercharged Service and New Meal-Kit Strategies Give Consumers Control for more on wider trends in the food delivery market.