Revolution Number 9

As someone with experience in point-of-sale advertising, I’ve said for years that POS can be dramatically improved. Yet, that’s not all that can be upgraded—the retail interaction itself can also benefit from new thinking.
According to Atlanta Journal Constitution, Coca-Cola is working on a proprietary fountain system that can dispense more than 100 beverages from a single unit.
Increased choice might be considered an improvement, although I sometimes find myself overwhelmed by vast menus.
The new dispenser, which fits in about the same space as a current eight-valve machine, uses high-concentrate ingredients to store more beverages. Adding a new brand is “about as easy as changing a print cartridge.” (Hardly an appetizing comparison, IMO.)
“Innovation is our lifeblood,” said Chris Lowe, president of the Coca-Cola North America food service and on-premise division, “and we wanted a dispenser that offers consumers greater beverage variety while helping our customers increase beverage profitability.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.