Cannes Lions

COCA-COLA

THE COCA-COLA COMPANY, Atlanta / COCA-COLA / 2010

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Overview

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Credits

Overview

Description

Create fountain equipment design that borrows from the most recognized and loved iconic brand elements of Coca-Cola and also engages 21st century consumers in a fresh, relevant way. Create competitive differentiation and foundation upon which the fountain beverage sector can achieve significant and sustainable growth.

Through holistic design, create 3D forms that entice consumers from 20 feet away and enable intuitive interaction within arm’s reach. Develop consumer touch points that facilitate effortless engagement while navigating to the flavour of choice. The Coca-Cola Freestyle™ design should encompass a dynamic experience that attracts consumers and produces a premium stage for 100+ beverages.

Execution

Holistic design comprises proprietary form elements to excite and simplify the consumer experience. Key elements are the touch screen, pour button, ellipse, contour cradle and ADA interface. The serial layout of form elements and lighting intuitively sequence the user experience. Fine materials have been employed for all consumer “touch points.” The contour cradle form element visually and physically links all of the consumer interaction touch points together. The result is a compelling design that amplifies the Coke brand in a modern way and creates a personal “for-me” space in which consumers can engage and dispense more than 100 branded beverages.

Outcome

People are delighted and engaged by Coca-Cola Freestyle™. One consumer said: “it’s like my i-Pod married a soda fountain.” It has thousands of fans on Facebook. Inspired by the design, consumers (in areas where it is not yet available) produced commercials and posted them to YouTube. “A…woman…steps up to a shiny silver soda-fountain machine…and plants a fat kiss on its side. If great design is all about creating a bond between your product and your customer, this… brokers the ardor between a consumer and her…Coke.” Fast Company, Oct09, “Masters of Design.”Retailers experienced increase in fountain servings and overall sales.

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