Coca-Cola launched a subscription service that lets a limited number of consumers sample some of the beverage company’s 20-plus new drinks before they hit shelves.
Members of the “Coca-Cola Insiders Club” will receive a monthly shipment of beverages across three categories including Coke Energy and AHA flavored water, as well as merch and surprise gifts. Subscribers can choose from two payment options to join the six-month membership, either $10 monthly or $50 prepaid with one month free.
The subscription service included 1,000 memberships openings, which sold out in three hours. Though Coca-Cola says fans can join the waiting list to be notified when a subscription spot opens up.
Coca-Cola’s limited membership is the company’s way of testing subscription services. Alex Powell, digital experiences manager, Coca-Cola North America, said that the quickness of the sellout “proves there is an opportunity to scale the concept and allow more people to participate.”
Coca-Cola will monitor sales, feedback and social media buzz to determine if a longterm subscription service makes sense in the future, but for now, only a six-month trial is available.
Fueling the subscription test was also the brand’s launch of Coke Cinnamon in November. Powell said the response across social and digital platforms exceeded expectations, opening Coca-Cola’s eyes to the need to give loyal fans an exclusive taste of the brand.
The ecommerce subscription market has grown by more than 100 percent a year over the past five years. Sephora launched its “Play! By Sephora” subscription box service in 2015, P&G rolled out a razor subscription called “Gillette on Demand” in 2017 and a number of categories have since entered the market including beard grooming, fresh flowers and wine.
