Consumer products companies sell physical stuff, and think digital innovation means social media campaigns and selling on Amazon. But the Coca-Cola Company, a client of 15+ years, thinks bigger than that. They came to us to transform a ground-breaking new beverage dispensing technology into a complete consumer and customer value proposition but bringing the concept of the live beverage experience to life required more than just a name. The full consumer and customer experience had to be informed and defined by our work.
The Key Insight
We assessed the market, defined growth opportunities and developed sales tools to drive adoption. Coke’s proprietary microdosing technology could enable unprecedented variety beyond the traditional six valves found in existing equipment. In addition to providing access to new flavors, our research uncovered an opportunity in the market to define an experience around freedom and self-expression for Coca-Cola and inside the walls of thousands of food-service partners.
Freestyle is in our humble opinion the most transformational digital innovation ever created by a consumer products company. By combining micro-dosing technology from dialysis machines, a new flavor component system akin to to ink jet cartridges, a delightful user interface and a feed of real time consumption data back to headquarters, it solves consumers’ thirst for variety and personalization, eases operations for food service companies, and gives the company insights about shifts in consumer tastes long before their competition can taste them. At last count, over 50,000 of the machines have been deployed, pouring out about 20 million servings a day.