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Coca-Cola & Merlin

Custom Creations: Freestyle Machines at Alton Towers

Challenge

Coca-Cola was preparing to launch two of its cutting-edge Freestyle machines at Alton Towers, one of the UK’s most iconic theme parks. These interactive, touch-screen dispensers offer guests the ability to mix and match over 100 drink combinations—an exciting innovation in beverage service.

However, there was a unique challenge: the machines needed to be housed in a way that not only protected them from the elements but also blended seamlessly into the themed environment of the park. The machines were to be installed in the “Gloomy Wood” area – an immersive, spooky zone filled with eerie architecture and atmospheric design. Standard vending machine housing simply wouldn’t cut it.

Freestanding drink dispensers set into wooden spooky house

Solution

Coca-Cola Europacific Partners (CCEP) partnered with Fuel4 to bring this vision to life. While the production team focused on the structural build, our Consumer Brands team was brought in to handle the creative side—designing the exterior panels and visual identity of the housing.

Our goal was twofold:

  1. Create a visually striking design that felt right at home in the Gloomy Wood setting.

  2. Incorporate intuitive, on-brand messaging to guide guests on how to use the Freestyle machines—without disrupting the immersive theme of the area.

We carefully balanced storytelling, functionality, and brand presence to ensure the machines were both easy to use and visually integrated into their surroundings.

Digital mock ups of the house and spooky poster advertising Coca Cola freestyle drinks

Results

The result was the bespoke “Refresh & Refill” building—an atmospheric, premium-looking structure that felt like a natural extension of the Gloomy Wood environment. Our design featured subtle Coca-Cola branding, spooky-themed panel artwork, and clear, user-friendly instructions—all wrapped in a cohesive, immersive aesthetic.

Thanks to our collaboration, CCEP was able to:

  • Launch their Freestyle machines in a way that enhanced the guest experience.

  • Maintain brand visibility without compromising the park’s themed environment.

  • Deliver a standout activation that felt magical, mysterious, and unmistakably Coca-Cola.

See more of our work

View all work