North America, April 28, 2011
New Proprietary Fountain Dispenser Gets a Brand Name
ATLANTA - The next generation fountain beverage dispenser has a "stylish" new name.
Coca-Cola North America today revealed that "Coca-Cola Freestyle™" is the brand name
and logo for its new branded fountain dispenser (vending machine) entering market
testing this summer. The fountain's brand name captures its ability to deliver
unprecedented beverage variety to suit any consumer taste -- all packaged in an
innovative and interactive fountain experience.
"Coca-Cola Freestyle brings to life the refreshingly positive outlook that has always been
associated with Coca-Cola," said Chandra Stephens-Albright, Senior Director of Marketing
and Business Development for the brand. "It brings back the magic of the fountain of the
past, re-imagines it for the future and then takes it a step farther by celebrating the idea
that consumers can truly have their say at fountain -- with choices tailored completely for
The new self-serve fountains -- which represent a complete departure from equipment
The Coca-Cola Company has offered before -- have been in development for nearly four
years. The sleek new units being tested are touch screen operated, enabling consumers
to select from more than 100 calorie and no-calorie brands - including varieties of waters,
juices, teas and sparkling beverages that have never been sold in the United States.
The Coca-Cola Freestyle dispenser uses PurePour Technology™ to make dozens of
branded beverages fresh to order, in the same amount of space as the current machine.
It will be tested in select quick-serve restaurants in Orange County, Calif., and Atlanta this
summer before a wider introduction currently planned for early next year.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company, refreshing consumers
with nearly 500 sparkling and still brands. Along with Coca-Cola®, recognized as the
world's most valuable brand, the Company's portfolio includes 12 other billion dollar
brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater,
POWERADE®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of
sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through
the world's largest beverage distribution system, consumers in more than 200 countries
enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an
enduring commitment to building sustainable communities, our Company is focused on
initiatives that protect the environment, conserve resources and enhance the economic
development of the communities where we operate. For more information about our
Company, please visit our Web site at www.thecoca-colacompany.com.
Welcome to the Coca - Cola family!
We have hired you based on your expertise in Advertising. As you
know we have introduced a new brand of vending machine, one that
you can actually interact with. It is up to you to effectively advertise
this new product for us so that we have people excited about buying
them for their companies and also excite people to use them!
For our campaign, we have purchased space in the following markets:
30 second TV advertisement during the Super Bowl = $2,500,000
30 second radio advertisement to preview during the Super Bowl and then run for 4 weeks following in the
following markets: Los Angeles, New York, Houston, Milwaukee, Chicago = $128,000
One page magazine advertisement to run in Sports Illustrated, Rolling Stone and Time Magazine for 4
weeks = $600,000
Lighted LCD screen billboard in Times Square, downtown New York for 4 weeks = $1,000,000
As you can see, we’ve invested a lot of money into this project and are counting on you to deliver!
Your task is to come up with the following:
1. Three designs for the vending machine
a. Must have a theme so people recognize us and associate us with the Coca Cola brand
b. Must stand out as “new”
2. One page magazine advertisement:
a. Must highlight one new feature of the vending machine that will excite people to use it
b. Stay true to the Coca-Cola brand values
3. Lighted LCD screen in New York’s Time Square:
a. Must stand out, be recognizable
b. Must highlight the new features and get people to want to use the new vending machine
4. 30 second radio ad
a. we’re letting you run with this one, just get it done!
5. 30 Second Super Bowl Ad
a. we are expecting big things from you here, everyone should be talking about it!
Don’t forget, these will all appear at the same time, so you better have a solid theme that appears in all!
Should we choose to go with your services, the contract will reward your company handsomely in the
amount of $1,000,000
Get to work, right away!