"For now, Jessica Stephens's life is still full of bottle caps. She's entering as many as she can before My Coke Rewards comes to a screeching halt when the company stops accepting codes.. 'Panic,' she says with a laugh when asked what her reaction was to finding out the program would be coming to an end. 'I wish they would've handled it better.'
"A scan of My Coke Reward's social media pages echoes Stephens's alarm. 'I don't like the new rewards, go back to what it was,' posted Peggy Brehm on Facebook. Users primarily expressed frustration with the point limit and insecurity about the quality of future rewards.
"Some users criticized Coca-Cola for being secretive about the rewards aspect of the upcoming loyalty program...'This program just keeps going downhill every time they change things to make it "better,"' Kristi LeShane wrote on Facebook. 'I think it's time to finally kick my Diet Coke addiction!'"
"The beverage giant also faces weak volume growth as consumers are increasingly shifting to healthier products, rejecting many of the core ingredients that include sugar, which dominates most of the company's product ingredients."
All long-running loyalty programs evolve, that's how they become long-running programs. Here's hoping that Coca Cola's program will continue to evolve in the right direction.