Coke’s Subscription Service Signals That Boxes Are the New Billboards
Faced with declining brand value, companies look to subscriptions to get unstuck
Coca-Cola just launched a new subscription box service called The Insiders Club that includes swag, surprises, and three new “test beverages” for $10 a month. The company joins several other mainstream food and drink brands, including Dairy Queen and Arby’s, who are experimenting with subscription box services aimed at hard-core fans.
It would be easy to dismiss Coke’s new subscription service as a trial experiment—a way to pick up some free market research, some free branding, and a little extra money. But I think something bigger is going on. I think the management team at Coke is worried that it’s missing the boat. The way it sells products needs to change, and it needs to change soon.
Don’t just take it from me. Last October, Interbrand released its list of Best Global Brands 2019. This is a company that has been studying and building brands for over 40 years, so its insights are always worthwhile. According to Interbrand, the most successful brands on its list are relentlessly focused on answering three basic questions:
- What needs and desires will we address?
- Through what experiences?
