Coke has always been known for their polar bears and 'good feeling' advertising. Their red Coke logo is one of the most recognizable symbols on planet earth. How does one of the most popular companies on Earth become even more lovable? I will tell you - they offer free Coke products for nothing more than a simple hug.
The brainchild of Ogilvy & Mather Singapore - the 'hug' soda machine landed over seas and has seen nothing but rave reviews. Did you really expect anything less? The machine is asking for you to simply wrap your arms around it and smile before it distributes free soda.
The brand will be launching these machines worldwide. Now as I stated before I am not sure if it is possible for a marketing program such as this to fail. It will have a ripple effect as soon as the machine is delivered. If Coke is lucky it will even strike up some viral attention in today's digital world.
However, outside of merely offering free soda, this machine enforces the brand and its strategy. It emphasizes happiness and a sense of joy. Everyone who comes in contact with this machine will have nothing but good things to say. What also amazes me if the look of the machine. A red machine with white letters that read 'hug me' and is instantly recognizable as Coke. It is amazing what the largest brands on Earth can accomplish. Programs like these leave you with a great taste in your mouth (pun intended). The viral videos leave you smiling and the brand team celebrating. I think Coke did an excellent job with this vending machine stunt and have my fingers crossed that one of these 'hug machines' will end up on my block in the coming months!
Image via WCPO
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