Coca-Cola North America pilots subscription service to test new products

Soft drinks giant Coca-Cola has launched a new subscription service in North America to test out over 20 new drinks.

The Coca-Cola Insiders Club invites subscribers to sign up for a monthly shipment of three category-spanning beverages to be released in early 2020. A thousand memberships sold out in three hours following the announcement.

“We’re absolutely thrilled to see how quickly the spots went, which shows just how passionate consumers are about our brands and innovations. It proves there is an opportunity to scale the concept and allow more people to participate,” said Alex Powell, a digital experiences manager, Coca-Cola North America.

The soft drinks giant said the move was prompted by the phenomenal growth in the e-commerce subscription market which has doubled annually over the last five years.

Subscribers can choose from two payment options for the six-month membership, US$10 per month or US$50 prepaid (one month free).

“As a total beverage company, we’re constantly looking for ways to innovate not only in our products – but also in the consumer-centric experiences we offer,” said McCrea O’Haire, digital experiences manager, Coca-Cola North America.

“People want choice, convenience and customization. The Insiders Club will allow us to showcase the diversity of the drinks we offer and get some of our newest innovations into the hands of fans who want to be among the first to enjoy them.”

The launch of the limited-edition Coke Cinnamon in the region prompted a big response from consumers and provided valuable insights to the beverage giant.

Coca-Cola North America said it will monitor sales, feedback and social media buzz and may consider expanding beyond the six-month trial period.