The site, which was relaunched in 2011 to drive customer retention through personalised content, will now focus on showcasing promotions and partnerships.
Coke said in a statement: "Following a thorough review of the site, we found that the majority of our members were visiting Coke Zone for content – news, competitions and the chance to win great prizes and experiences, rather than to collect and redeem points in exchange for rewards."
"We have responded to our consumers by creating a site where consumers can enjoy and share Coca-Cola content, like the latest videos, promotions, new flavours, partnerships and prize draws. It is really easy to navigate and consumers can access the content from any device."
Coke Zone’s previous marketing activity two years ago saw the brand step up its mobile and social media work for the site, aiming to boost consumption of Coca-Cola products among young adults and teenagers.
By entering codes found on-pack, consumers were able to collect points and use them to access deals and competitions.
