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.
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
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.