Coca-Cola’s Freestyle machine becomes an insights, content engine

Stephen Whiteside

Coca-Cola, the soft drinks giant, believes its Freestyle machines – which allow consumers to pick between, and mix, over 150 beverage flavors – offer numerous possibilities for driving growth.

When the Coca-Cola Co. launched a cherry-flavored variant of Sprite last year, it was extremely confident that consumer demand for the product soon would bubble to the surface.

The organization's faith in the new offering was informed by the most powerful research currency of all: real-life customer behavior.

More specifically, the Atlanta-based beverage marketer looked at the swathes of data gathered from its Freestyle fountain machines – approximately 40,000 of which are now available in venues like restaurants and movie theaters across the US – that let consumers pick from (and mix) around 170 beverage options to suit their individual...

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