Coke enters subscription service market (kind of)

You got me. I did not necessarily see this one coming. The next brand jumping into the subscription service and leaning further into the DTC craze? Why it’s Coca-Cola, of course.

Yup, the baron of bubbles is seeking to…well, we’re not sure exactly.

Coca-Cola

The new service was announced earlier this month. Dubbed the “Coca-Cola Insiders Club,” and complete with the obligatory box design (above), the program was open to the first 1,000 “insiders.” It provides early looks at new beverages from across the Coca-Cola family. Here’s more from Fox Business:

Starting in January, “insiders” will receive monthly shipments of beverages, which can include anything from AHA flavored sparkling water to Coke Energy, for six months. The packages will also include other surprises, though the company did not specify what those are.

Shoppers have the option to pay for the limited-edition boxes for $10 per month or pre-pay for all six months and save $10 for a total of $50 upfront.

Once registered, the "hand-picked products" arrive straight to insiders' doorstep.ty s

The story goes on to talk about the why (“the boom of e-subscription models”), what it shows about Coca-Cola (we’re committed to “innovating” for our customers!) and even provides a little manufactured validation (the recent value success of Cinnamon Coke and the “valuable insights” derived from that limited time product launch).

If I’m sounding a little bah-hambug and cynical for the holidays, my sincere apologies. It’s just that it’s all a little staid and formulaic. The issue is that I can’t really find fault with the rationale of “launching” it, putting out a release and all the related promotional efforts. The quotes, by the way, are all of the air variety…and all intentional. WIth an audience of 1,000 consumers, this is ostensibly a focus group wrapped up in a package to get some press, because it’s Coca-Cola. Again, smart, but less sexy than one might be led to believe.

And, of course, there was a second wave of coverage when the Insider slots flew off the metaphorical shelves, leading to tailor-made, ready-to-push out assets like this:

Chances are this pilot program is not a huge financial lift. Therefore, the publicity ROI is likely sound if you go by-the-numbers. So, OK.

My bigger question? Who was clamoring to get this? Is the WOM cred you get from being “in the know” on the latest Fanta anywhere near that of fashion or footwear? Are folks going to sprint to social to post on this stuff and share? My natural tendency is to say “no.”

Yet, I’ve been burned before. I guess we’ll have to wait for the first box of Coke-fueled surprises to be delivered to fanatics’ doors. I’m sure I’ll be equally surprised at the output.