Coca-Cola is recently marketing something that they call “the Fountain of You,” which is a machine that allows customers to mix in as many types of Coca-Cola products as they want.  There are countless combinations: orange-peach vanilla coke, or strawberry-flavoured Sprite with a hint of Fanta, giving the customer a chance to explore and personalize.

Personalization in marketing usually focuses on the process of creating your very own version of the product instead of the qualities of the product itself.  This is a very effective way to appeal to consumers, because we are often inclined to feel that we are special and in power when products are customizable.

Unlike the baby boomer generation, modern consumers are very much used to being in power.  Almost everything in our life can be personalized:  facebook pages, cellphone applications, and computer desktop images are all chances for consumers to make a mass produced product special.

Coca-Cola has taken advantage of the personalization trend in consumer psychology.  Without developing brand new flavours in order to adapt to consumer needs, Coca-Cola simply provided the consumer with a chance to create their own Coke product.  There is very little cost associated with this strategy, but great returns in terms of both revenue and advertising value.  Well played, Coca-Cola, well played.

Work Cited:

“Custom-mix your own Coketail.” The Globe and Mail. N.p., n.d. Web. 18 Nov. 2012. <http://www.theglobeandmail.com/report-on-business/industry-news/marketing/custom-mix-your-own-coketail/article4510673/>.

“Rick Ross To Unveil New Coca Cola Freestyle at Memphis Wingstop.”365voice.com. Web. 18 Nov. 2012. <http://365voice.com/rick-ross-to-unveil-new-coca-cola-freestyle-at-memphis-wingstop-meet-greet/>.