Friday, April 13, 2012

Coca Cola Shares Happiness Through Hugs

Coca Cola has always been known for its innovative marketing strategies, so its no surprise when buzz started generating about the new vending machine stunt in Singapore. Located on the campus of National University of Singapore, the machine reads "Hug Me" and spews out free cans of Coke for anyone willing to give it a squeeze. The stunt is a part of the "One Happiness" campaign in addition to Coca Cola's recent strategy to personalize cans and bottles with the first names of potential customers.

"The Coca Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large," said a representative from the company’s "Open Happiness" campaign, Leonardo O’Grady.

I believe Coca Cola's new strategy is a winner. It's unique, it's consistent with the branding of the company and most of all - it's fun. It was also incredibly smart to place the machine on a university campus. Students are constantly making social gestures through their social networks such as Facebook and Twitter via status updates and uploaded pictures. This campaign is simply an extension of those social gestures that are increasingly important to younger generations. Coca Cola has been a company that strives to evoke warm, nostalgic feelings from its products and campaigns, whether its the adorable polar bears or the old-fashioned Christmas commercials. What better way to get that warm fuzzy feeling than from a hug?

Watch the video here:

1 comment:

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