The Coca-Cola Insiders Club is a new subscription service that gives members the chance to be among the first to taste new and unreleased products. For the first round, just 1,000 memberships were offered to fans and the spots quicky sold out in a matter of hours.
With a $10 monthly membership to the Coca-Cola Insiders Club, Coca-Cola fans get access to over 20 of the new drinks launching in 2020, including "category-spanning beverages" like AHA flavored sparkling water and Coke Energy. Subscribers who are passionate about the latest innovations from Coca-Cola can also expect to find surprises and merchandise in the box. According to Coca-Cola, the program is being treated "as a pilot as a proof point of the company’s entrepreneurial, test-and-learn culture."
Exclusive Soda Subscriptions
Coca-Cola Insiders Club Members Get to Taste Unreleased Products
Trend Themes
1. Innovative Subscription Services - The Coca-Cola Insiders Club is an example of a subscription service that offers exclusive access to new and unreleased products, creating an opportunity for other brands to explore similar models.
2. Product Launch Exclusivity - The Coca-Cola Insiders Club allows consumers to be among the first to taste new drinks, indicating a growing consumer desire for exclusive access to innovative products.
3. Brand Fandom Engagement - Coca-Cola's subscription service creates a sense of community and engagement among passionate fans, presenting an opportunity for other brands to foster customer loyalty and advocacy through exclusive memberships.
Industry Implications
1. Beverage Industry - The Coca-Cola Insiders Club demonstrates the potential for disruptive innovation in the beverage industry, encouraging other companies to explore unique subscription models and exclusive product offerings.
2. E-commerce Industry - The success of the Coca-Cola Insiders Club highlights the opportunities for disruptive innovation in the e-commerce industry, specifically in the realm of curated subscription boxes and exclusive product access.
3. Marketing and Advertising Industry - Coca-Cola's subscription service showcases the power of creating immersive brand experiences and leveraging brand fandom to drive customer engagement, presenting disruptive innovation opportunities for marketers and advertisers.