When rebrands go wrong

(And how to avoid the pitfalls)

Coke allows consumers to create own brands

Coca-Cola is bringing its “Freestyle” vending machines - which can dispense more than 100 soft drinks - to the  UK.

CocaColaMachine

The units, first launched in the US in 2010 allow consumers to mix and match - or “freestyle” - brands such as Coca-Cola and Sprite with flavours such as  vanilla or peach.

In the US, Coke has used the service as a data gathering tool to inform product and service innovation. Machines are networked and each downloads consumption data by brand.

A trial of the touchscreen operated machines will begin in 16 Burger King outlets in Greater London later this month and run until the end of 2012. If successful, they will be rolled out to other restaurants.

The machines were designed in collaboration with Italian automotive company Pininfarina.

Readers' comments (1)

  • I cannot wait for these. Different flavours at last!!!

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