As of this fall, Coca-Cola will be testing its Dasani Purefill machines at college campuses across 15 states. These machines give students, and others on campus, the chance to fill their reusable water bottles with free filtered water. Those who are looking for a flavored beverage will also find that the machines give them the ability to customize their drink with bubbles or fruit flavors for a small fee—$0.05 per ounce. This on-campus test is set to reveal just how much consumers are willing to pay for the water enhancements. Currently, Coca-Cola has found that consumers who use its Dasani Purefill machines opt for bubbles and flavor about 10 to 20 percent of the time.
To support this system, Coca-Cola has also created an app that lets consumers easily submit payments, as well as track their water intake.
Flavorful Water Dispensers
Coca-Cola's Dasani Purefill Lets Users Add Bubbles & Flavor to Water
Trend Themes
1. Customizable Beverages - Coca-Cola's Dasani Purefill machines allow users to add bubbles or fruit flavors to their water, indicating a trend towards personalized drinks.
2. Sustainable Hydration - The use of reusable water bottles with the Dasani Purefill machines highlights the growing trend of sustainability in the beverage industry.
3. Payment Apps for Water - Coca-Cola's app that supports the Dasani Purefill machines demonstrates a trend towards convenient payment solutions for water consumption.
Industry Implications
1. Beverage - The customizable features of the Dasani Purefill machines create opportunities for disruption in the beverage industry.
2. Reusable Products - The use of reusable water bottles with the Dasani Purefill machines presents opportunities for innovation and growth in the reusable products industry.
3. Payment Technology - The development of Coca-Cola's payment app for water consumption indicates a potential for disruptive innovation in the payment technology sector.