Coke’s futuristic Fountain experience thrills consumers

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When I was a kid, it was so much fun to go up to the pop fountain and combine every flavour: a little bit of Coke, a bit of Sprite and Orange or Root Beer and back to the coke for a bit more. But Coca Cola Freestyle takes that to the next level by combining art, science, entertainment and design to give you up to 100 options to make the fountain drink of your choice.  These new machines, in mostly high-profile locations, not only give you a drink, but a fun and very cool interactive experience.

First you choose your drink from among 20 choices.

With the Coca Cola Freestyle, I walked up to this big huge wall where I had a touch screen choice of about 20 different drink options–Coke, Diet Coke, Sprite, Coke Zero, Minute Maid or Root Beer. So I hit Coke Zero. And then I had a choice of 8 different flavour version options of Coke Zero–Lime, Orange, Lemon, Cherry, Vanilla etc. So I hit Orange. As my drink filled up, I could smell the rich orange flavouring coming from my Coke. I never had Orange Coke before. It was a bit different but I loved the variety.   Who knows what I’d get next time, but it sure keeps the Coke love affair alive.

Coke is definitely one of the most Beloved brands on the planet. At the Beloved stage, the marketing effort has to shift to separating yourself on the experience you can create for your consumer. How many more times can Coke say “Coke Is It”? With this Freestyle fountain, Coca Cola has been able to leverage a unique technology to allow them to surprise and delight their consumers. “Coca-Cola Freestyle represents a complete departure from anything consumers have experienced before,” says Nicola Kettlitz, President, Coca-Cola Ltd. “The state-of-the-art technology provides unparalleled opportunities to engage and interact with consumers while we continue to provide the high quality, great tasting beverages we are known for.”

Forbes has even declared Coca Cola Freestyle as one of the coolest products of the decade. The experience is fuelled by an innovative and award-winning technology. Coca-Cola Freestyle creates brands by blending concentrated beverage ingredients with water and sweetener at the point where the beverage is dispensed. The recipes for each brand have been tested and perfected to deliver a consistent product with every selection. The technology that is leveraged in Coca-Cola Freestyle also provides significantly more flexibility in adding new beverages and helping consumers more efficiently manage their beverage business.  For you supply and demand geeks, these machines also are to transmit data to both Coca-Cola and the owner including the brands sold and flavours, and even the times of the day of the sales.

Coca Cola Freestyle is a unique way to bring fun and adventure to the Coke brand.

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

Positioning 2016.112

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Graham Robertson

Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use is marketing experience and provocative style to get marketers to think differently about their brands, and to explore new ways to grow. Graham spent 20 years leading some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. Graham played a significant role in helping win Marketing Magazine's "Marketer of the Year" award. He has won numerous advertising and innovation awards including Businessweek’s best new product award. As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills. His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book as a playbook to help build the brand they work on. And, it serves as a brand management textbook for business schools in the US, Canada and the UK. Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking, so you can unlock future growth for your brand.

5 thoughts on “Coke’s futuristic Fountain experience thrills consumers”

  1. Just took Pepsi zero challenge and picked coke. I apologized and they said don’t feel bad and they gave me a pepsi coupon.

  2. You’ve really captured what Freestyle does: it heightens the experience of drinking a Coke. In the hyper-competitive beverage category, Coke stands out for being so much more than just a beverage, which is what makes it a Beloved brand.

  3. In an age where one to one interactions and individual customization is the expectation, Coke has really hit the mark with this one! I can only imagine the internal debate around ‘fussing with the formula’ in order to achieve the flavour options, but good for the top brass at Coke for taking a leap of faith. This execution makes you feel like a kid again and reminds you that Coke has been a beloved brand since you WERE at kid!

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