Coca-Cola Freestyle has been generating buzz, sales boosts and foot traffic since tests for the futuristic machine were first launched three years ago. Now, as the next-generation soda fountain reaches a critical mass — it will be in 80 markets by year’s end — execs are readying Freestyle’s first marketing campaign.
The fountain serves up 125 different flavors of soft drinks, flavored waters, sports drinks and lemonades and sends usage data, such as what flavors are most popular at what times of the day, to Coca-Cola HQ. Already the beverage giant is analyzing data pouring in from more than 1,500 machines in restaurants including Wendy’s, Burger King, Taco Mac and Five Guys.
While individual restaurant customers have done marketing campaigns using Coca-Cola assets, the beverage giant is now working with Ogilvy & Mather to develop creative concepts for a 2012 marketing campaign.