This new technological advance offers more than 120 flavors: traditional sodas, flavored waters, carbonated or non-carbonated beverages, energy drinks and so on; even flavors not currently available in the United States.
Not only is this machine making the experience of drinking coke a very interesting, fun and engaging one for the consumers, but this digital delivery system will also change the way Coca-Cola markets their products and gets insights from its target market.
The jet freestyle machine, sends usage data back to Coca-Cola's headquarters in Atlanta. The data reveals interesting insights, such as the popularity of Caffeine-free Diet Coke after 3pm, and the most demanded flavors on a daily basis. This type of knowledge will help Coca-Cola decide what time of day to air radio and TV spots about Diet Coke, where to sell certain products, which new and hip flavors to come up with, and much more.
In the Ad Age article “Coca-Cola's Futuristic Soda Fountain to Get 2012 Ad Push,” Gene Farrell, VP-general manager for Coca-Cola Freestyle said, “It's mind-boggling, from a marketer's perspective. I don't think we'll really understand the total value for a few more years."
Already Mr. Farrell says the amount of data being gathered from the hundreds of networked machines is "almost overwhelming." Coca-Cola is able to slice and dice data about the brands and combinations that are proving popular, as well as find trends during specific day parts.
This new marketing strategy helps Coca-Cola get into their consumers mind, without them actually noticing it. We are the one giving them all the ideas for their up and coming new products while we have an absolute blast mixing random flavors of sodas.
Great Success!
For a little documentary on this great new machine watch: Coca-Cola Freestyle Jet Machine's CNBC Video
Gaby.
wow. this is very interesting. i think it is a very smart strategy for coca cola. they are getting proven results from their machines without doing much work. i would't be surprised to see other soft drink makers use something similar to this in their vending machines.
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