I think it is curious, if not the most, the vending machine that Coca Cola has "invented" as a total choice concept and that we currently find as a test in the USA.
Are traditional product tests over? Let's hope not.
The Coca Cola Freestyle machine allows you to choose any flavor combination from more than 100 ingredients, that is, you can choose a traditional or classic Coca Cola or a mixture of lemon, strawberry, passion fruit and Coca Cola soda if the invention seems convincing to you. I guess finding the balance is going to be difficult ;-))). There are more than 100 different flavors to choose from.
What would be inaccessible from a product creation standpoint becomes the most perfect personalized consumer tool out there. Can we imagine building our own refreshing drink? A drink that is not found in stores and that is uniquely "ours."
The power of the tool is enormous since it allows all the combinations to be recorded in a database and they can be analyzed as if they were new consumer launches.
Needless to say, the consumer-brand relational implications that can be established. Not only in choosing the best mix but also how to bring "one to one" marketing to a consumer category where the level of purchase involvement is absolutely minimal or futile.
