Project Halo

The Coca Cola Company Loyalty Program

Project: We have learned that a traditional loyalty program, that is about point hoarding or transaction based, is not an attractor for GenZ. This project is about changing that dynamic. Ultimately, Project Halo is an on-going customizable cross- portfolio platform that bridges digital and IRL, leveraging shared The Coca Coal Company assets and partnerships to offer consumer unique experience, and foster a 2-way dialogue with the communities of GenZ.

Solution: We want to create a paradigm shift in the way consumers engage with brands from The Coca Coal Company asking for loyalty from their consumers to The Coca Coal Company showing loyalty to the consumers.

Outcome: For consumers, Project Halo provides access to unique, exclusive, and desirable experience through effortless touchpoint, with a focus on Gen Z. For The Coca Coal Company, Project Halo offers new ways to foster relationships with Gen Z, leveraging the efficiencies of The Coca Coal Company systems, while maintaining the equities of individual brands.

Contribution: Lead and contributed to market research, qualitative and quantitative research, hypothesis of the experience based on the gathered insights, UX Design, prototyping.

Contributors: Service designers, UX Designers, UI Designers, Content Strategists, Business Strategist

Year: 2022

WHy Did we Focus on GEn Z?

GenZ represents the future influencing what is cool within their expansive network. Winning them over will help The Coca Coal Company create a new kind of loyalty program, connecting drinking moments with the world around us and establishing a halo effect for other audiences.

Loyalty Program Landscape

We conducted market research to understand different types of loyalty programs designed based on motivations as a guiding factor. This helped us to understand how to differentiate the The Coca Coal Company Project Halo and how to align the loyalty program within The Coca Coal Company ecosystem of offerings.

Based on the market research and understanding the Gen Z trends, we defined the core guiding principle to design the new loyalty program for The Coca Coal Company.

Our Strategy

Service Blue Print

Rewards Strategy across Customer Journey

Design Explorations