Letter to the Editor: Coke Card still fizzing

I read with surprise the headline and subhead of your (Strategy D+I March 25) article 'Coke Card loses its fizz - Cancelled loyalty program may not have hit the mark with teen target.' Perhaps you were simply trying to catch the reader's attention? To say Coke Card didn't connect with teens would be dead wrong and even the experts in your article talk about the value and effectiveness of the program.

I read with surprise the headline and subhead of your (Strategy D+I March 25) article ‘Coke Card loses its fizz – Cancelled loyalty program may not have hit the mark with teen target.’ Perhaps you were simply trying to catch the reader’s attention? To say Coke Card didn’t connect with teens would be dead wrong and even the experts in your article talk about the value and effectiveness of the program.

Coke Card is one of our most participated in programs, which we look forward to building on this year with a program for all consumers. Our research shows Coke Card has an awareness and participation level equal to or greater than gold-standard promotions in Canada.

In fact, running Coke Card three years in a row demonstrates how successfully the program delivered for Coca-Cola. We will continue to connect with the teen market and more this year; stay tuned.

Sincerely,

Alison Lewis

Vice President, Marketing

Coca-Cola Ltd.

* Note from the Editor: Coke confirms the Coke Card no longer exists, but says they are working on a separate more far-reaching promotional program