Designing the benefits of new technology

Coca-Cola Freestyle is the next-generation of soda fountain and uses revolutionary Pure Pour micro-dosing technology to precisely and perfectly mix over 100 different beverage options from a single unit. Freestyle can dispense 126 different beverage options in the same footprint as a conventional valve fountain machine – allowing customers to enjoy the entire range of their favorite Coca-Cola brands and explore unique flavor combinations for the first time.

Challenge
Following years of intensive research, Coca-Cola came to us with a challenge – to transform a ground-breaking new beverage dispensing technology into a complete consumer and customer value proposition. Stakeholders needed a reason to believe in the potential for this disruptive new fountain system.

What We Did
We found the answer in the technology itself and the freshness and freedom it makes possible. We defined the consumer value proposition and brand name for Coca-Cola Freestyle, as well as the innovation strategy and brand name for the Pure Pour technology that has the potential to sit across all future dispensing applications

Outcome
Since its beta test in July 2009, Freestyle has expanded to over 3,000 locations in the US alone. The first foodservice dispending appliance to receive over 100,000 Likes on Facebook, Freestyle is proving to be a breakthrough not just for consumers, but also the QSR partners who benefit from increased visitation rates and a simpler operational platform, and for Coca-Cola who benefit from 30% increase in equipment leasing and a unique nationwide testing platform for new product formulations.

“What’s really exciting about Freestyle is that it is a completely new brand experience: a way for consumers to engage with our portfolio”, Gene Farrell, Vice President, Coca-Cola Freestyle. Coca-Cola Freestyle was featured as a World-Changing Brand by Interbrand in their review of Best Global Brands 2011 and received a Gold Award at the 2011 Edison Innovation Awards.