Coca-Cola focuses on personalization with latest Freestyle offering

The soft-drink company announced that its newest machines, available next year, will enable consumers to craft their own mixes directly from their smartphones.

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Marketers aiming for mobile-friendly and personalized efforts should take a lesson from Coca-Cola.

The soft-drink company recently unveiled its latest Freestyle dispenser design, which will enable consumers to use their smartphones to craft a drink from its 200 beverage choices.

The new machine, which is available next year, provides upgraded technology including Bluetooth. It will stand alongside (or replace) its thousands of current machines.

In a jargon-heavy press release, Coca-Cola said:

More than 50,000 Coca-Cola Freestyle units pour 14 million drinks per day in restaurants, cinemas, convenience stores, amusement parks and other locations across the United States and a handful of other countries. Beverage servings are up 8% in Freestyle outlets, and calories-per-serving in these locations are down nearly 10%.

“When we introduced Freestyle, it was truly a disruptive innovation,” said Hellmann, vice president general manager, Coca-Cola Freestyle. “Today it’s a billion-dollar business.”

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