In what amounts to a small-scale marketing campaign with broad implications, Kraft Foods have rolled out a cutting-edge vending machine in Chicago and New York for adult consumers. Why this focus on the grown-ups? For starters, Kraft brand Jell-O now has a new line of ‘adult’ flavors. Also, the vending machine deployment is to test whether facial recognition and consumerism is viable or not.
The iSample Experience: A Technological Marvel
To pull it off, Kraft Foods partnered with Intel. The resulting hi-tech vending machine is the iSample Experience, which caters exclusively to adults via facial recognition technology. Once confirmed, the eager adult then swipes their phone and are served one of several Jell-O Temptations flavors. The Temptations line is a ‘sophisticated’ reinvention of age-old Jell-O, a historic shift that suggests Kraft’s wish to broaden its market. The adult orientation cannot be emphasized enough, since the machine is programmed not to entertain requests from kids.
The iSample Experience is not just a vending machine; it represents a significant leap in how companies can engage with their consumers. By using facial recognition technology, Kraft and Intel are exploring new frontiers in personalized marketing. This technology ensures that only adults can access the machine, thereby maintaining the exclusivity of the Jell-O Temptations line. This approach also opens up possibilities for future applications, such as targeted advertising and customized product offerings based on consumer demographics.
Implications for the Future of Consumerism
The deployment of the iSample Experience vending machines in major cities like Chicago and New York serves as a testing ground for the viability of facial recognition in consumerism. If successful, this could pave the way for more advanced vending machines and retail experiences that offer a higher level of personalization and security. For instance, imagine a future where vending machines can recommend products based on your previous purchases or even your mood, detected through facial expressions.
Moreover, the focus on adult consumers is a strategic move by Kraft Foods to tap into a market that has been largely overlooked in the realm of snack foods. By offering sophisticated flavors and an exclusive experience, Kraft is positioning Jell-O Temptations as a premium product for discerning adults. This could potentially lead to a shift in how other food and beverage companies approach their marketing strategies, emphasizing quality and exclusivity over mass appeal.
The use of facial recognition technology also raises important questions about privacy and data security. While the iSample Experience is designed to offer a convenient and personalized experience, it also collects data on its users. Companies will need to navigate the fine line between offering personalized services and respecting consumer privacy. This will likely involve transparent data policies and robust security measures to protect consumer information.
In conclusion, Kraft Foods’ introduction of the iSample Experience vending machine is a bold experiment that could have far-reaching implications for the future of consumerism. By leveraging facial recognition technology and focusing on adult consumers, Kraft is not only reinventing its product line but also setting the stage for a new era of personalized marketing. As this technology continues to evolve, it will be fascinating to see how it shapes the retail landscape and consumer behavior.
Source LA Times
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