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.
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