New Delhi: The American soda giant, Coca-Cola, has introduced a head turner in the form of their new vending machine in Singapore. The one of its king vending machine gives out free cans of Coke in exchange of hugs.
The attention-grabbing idea is the part of Coke’s Open Happiness campaign derived to target youngsters in a gesture-based marketing stunt in Singapore.
The students at National Unviersity of Singapore were in for a surprise to see such an innovative vending machine installed by Coke on their campus overnight.
Apart from giving out free cans for hugs, the vending machine also sports ‘Hug Me’ phrase across its iconic red and white logo that is usually engraved with the brand’s logo.
In order to get the free soda can, a customer is subjected to squeeze the sides of the vending machine instead of paying money.
Singapore has been discreet about the public display of affection but the trend is on the rise amongst the youngsters.
The innovative campaign has been created by the advertising firm Ogilvy & Mather so as to position Coke as a non-threatening ally to demonstrating youth.
The company’s officials stated that the strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.
The success of the innovative vending machines has driven the company to roll them out across Asia.
(With Agencies input)