We took at look at Coca-Cola's futuristic drink blending and delivery dispenser for some time. It is a classic case of late differentiation and tailoring a product to the local consumer. And the dispenser can gather valuable data about what consumers want. For a long time it seemed like this would be one of those concept ideas that would never see general installation. A new report indicates that the idea is moving forward." ... The fountain serves up 125 different flavors of soft drinks, flavored waters, sports drinks and lemonades and sends usage data, such as what flavors are most popular at what times of the day, to Coca-Cola HQ. Already the beverage giant is analyzing data pouring in from more than 1,500 machines in restaurants including Wendy's, Burger King, Taco Mac and Five Guys.
While individual restaurant customers have done marketing campaigns using Coca-Cola assets, the beverage giant is now working with Ogilvy & Mather to develop creative concepts for a 2012 marketing campaign. Sydney Taylor, group director of Coca-Cola Freestyle consumer marketing, said that radio, outdoor and digital would likely be the initial focus of any measured media. "We needed to be at a certain threshold to make [a marketing campaign] pay off for us, so that once we advertise Freestyle, consumers can find it at most places," she said ... "
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