ATLANTA – Coca-Cola is testing the Dasani PureFill station on the Georgia Institute of Technology campus as students return for the fall semester.
The idea for the machine, which provides free, ultra-filtered water with the option of adding flavors and/or carbonation for a small fee, emerged last summer during a two-day “Shark Tank”-style workshop hosted by Coca-Cola North America’s R&D team. A cross-functional team of employees led by Sustainability Managers PJ Newcomb and Nicole Smith presented the pitch to senior leaders at the company, who recognized its potential and quickly green-lit the project.
“The team recognized that hydration stations were being installed all over the place, especially on college campuses,” explains Kim Drucker, director of brand innovation, Coca-Cola North America, on the company’s website. “And this represented an opportunity to enter the space of convenient, on-the-go hydration."
Dasani PureFill was constructed using a Lancer beverage dispenser, a proprietary Coke chiller and a bag-in-box (BIB) system for the flavors. The team partnered with a vacuum-forming company to design the machine's exterior. The machine is paired with a custom-built smartphone app, which allows users to track their hydration and geo-locate a nearby machine, and a cashless payment system. Busch said this feature tested well with Millennials, who also liked the link with the DASANI brand.
“Young people, especially college students, always have two things with them throughout the day – a water bottle and a smartphone,” said Jeffrey Busch, director of equipment commercialization, Coca-Cola North America. “So, we’re trying to dial in to those habits and add value to a water brand they know and love with a unique solution for on-the-go hydration.”
Two flavors will be available during the Georgia Tech pilot: Berry and a second created exclusively for Dasani PureFill, Peach-Ginger. Down the road, the team is considering adding more flavors and additives like vitamins and protein for a more personalized beverage experience.