Although the subscription is not cheap, it is proving extremely attractive for fans of the soft drink. Photo: Artem Beliaikin / Pexels
Coca-Cola is relaunching its direct-to-consumer subscription program once again. When the pandemic hit the country in early 2020, Coca-Cola dropped an advertised program that allowed a select number of subscribers receive monthly boxes of exclusive items.
The Coca-Cola Insider service was aimed at Coca-Cola enthusiasts were not necessarily inspired by a traditional subscription and savings model. Per $ 45 dollars per order , subscribers get access to unreleased products.
In addition, exclusive virtual benefits were provided to view trainings hosted by players of the NFL or classes led by celebrity chefs, according to the company. Which represented a plus for the fans of the soft drink.
While working to recover from the losses of the pandemic , including the lack of sales in closed places like cinemas and restaurants that represent the 30% of annual sales, the Coca Cola program was abandoned.
Instead, the company focused on supermarkets and other wholesale retail channels. Recently, however, Coca-Cola began accepting waitlist entries . Meanwhile, existing customers will begin receiving packages again during January.
Recovery from the pandemic may be one of the reasons the company is restarting the Program. In recent months, Coca-Cola was able to recover some volume through wholesale channels, from locations such as grocery stores and other essential stores.
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