Coca Cola experimenting with Dasani refill stations
Coca Cola has a vision, a World without Waste, but it doesn’t yet know what consumers will go for. It’s rolling out water refill stations to encourage people to bring their own refillable water bottle.
No, this isn’t just a fancy, fee-based water fountain. Consumers with their own reusable bottles at campuses and institutional settings can drink the machine’s chilled, filtered water for free, as well as purchase an effervescent option for a small price. Essentially, Dasani is selling water to consumers in bulk while also avoiding the inefficiency and impact of shipping water, a widely available resource, great distances. In practice, Coca-Cola is able to develop a relationship with consumers who wouldn’t typically opt for the single-use bottle. It’s a win-win.