The Coca-Cola Company got a range of 16M MAC addresses reserved

Vending Machines.

Automated payment processing, machine status, service requests, etc. all need to have some kind of network connection, wired or wireless. I could see Coca-Cola producing the base infrastructure, and allowing machine operators to use it for a small fee.

Freestyle machines are already networked. I'm surprised it took them this long to buy a block. I wonder what vendor's range their existing devices use.

Wifi enabled Coke dispensers/vending machines.

Could they be thinking of something even bolder than vending machines? Something like RFID on steroids?