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Thursday, July 31, 2014

Pepsi Spire: Late Stage, on Shelf Customization

We saw early versions of Coke's Freestyle machine, an example of fashionable late stage drink differentiation that is now common in the marketplace.  An example of good engagement, provided by on site customization, but how profitable is it?  Now Pepsi is to follow with a similar idea, previewed in AdAge.  There is a claim that the Pepsi machine will let you invent your own beverage, but won't let you create a terrible beverage.  A hint at selection intelligence? Can selective product development intelligence be delivered to the consumer at point of purchase?  The ultimate end-stage differentiation.  And how can this be demonstrated to the purchaser?

More from Pepsi.  @Pepsispire

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