In recent years, the company had made news through its frequent public disputes with SodaStream, the biggest name in home soda-making technology.
(PRWEB) March 03, 2014
In what many view as a reversal of course for the world’s largest soft drink brand, the Coca-Cola Company has announced its intention to move into home soda-making technology, as part of a new alliance with Keurig.
In recent years, the company had made news through its frequent public disputes with SodaStream, the biggest name in home soda-making technology. The two companies have feuded over the content of SodaStream advertisements, which frequently mention traditional soft drink manufacturers Coke and Pepsi by name, and make reference to the environmentally unfriendly nature of manufacturing bottled soft drinks.
A SodaStream commercial that was supposed to run during the 2014 Super Bowl was rejected by Fox, a move that SodaStream CEO Daniel Birnbaum said occurred because the broadcaster was “afraid” of Coke and Pepsi. A different advertisement that did not mention either of the soft drink giants by name was eventually run instead.
“It always makes me nervous any time I see a company like Coca-Cola act like they’re so big they can control the course of technological innovation,” said expert and entrepreneur Jason Hope. “Now, they’re finally demonstrating that they get it: this technology has existed for a while now, and SodaStream has proved with the success they’ve had that it’s not going away any time soon. This decision by Coke shows that they’re finally willing to let their customers decide how they would prefer to consume Coke products, rather than dictating to them how they will consume Coke products.“
To learn more please visit: http://www.workinghomeguide.com/17862/coke-announces-its-move-into-home-soda-making-technology.