More Efficient Proof of Purchase Validation System
Coca-Cola needed to connect the physical and digital worlds through a type of coin to enhance social recognition and empower premium users with better experiences. This was the birth of “PinCodes”, unique codes found on every Coca-Cola product. PinCodes were worth a great value in prizes, so they were securely and massively produced at a specialized vendor. When redeemed by web or text messages, the system recognized the Coca-Cola format they came from and provided a different number of credits to the user account and could only be used once. This marketing tool led brand managers to change the value of codes for Coca-Cola formats with the click of a button impacting sales in real time. PinCodes were challenging in logistics as they were produced and sent to the different packaging suppliers that ink-jetted or laser-printed them, being sent to 15 bottling plants across the country. These suppliers and bottlers tuned their industrial processes to accommodate PinCodes in 3 months. Designing, developing and standardizing this complex process had great implications on security, stock, duplication and expiration control, syncing with the online platform where consumers redeemed codes in real-time. More than 100 million codes were redeemed by 1.5 Coca-Cola consumers in Spain, exporting to other countries being a worldwide standard today.