Hug me COCA-COLA machine

Coca-Cola is one of the few valuable brands that have successfully changed their slogans regularly and still maintain the same brand identity and value. From it’s “Always Coca-Cola” to “It’s the Real Thing” to their most current, “Open Happiness”, they have always maintained a family-friendly wholesome image.

A new Coca-Cola vending machine at the National University of Singapore is programmed to dispense a bottle of Coke when a person wraps their arms around the machine. The machine has the inviting words “Hug Me” written on its front in Coca-Cola’s signature font.

They say money can’t buy you love, but apparently a little love can buy you a bottle of Coke.

The reaction of has been unbelievable. At one point, there was a group of friends who hugged the machine at the same time. In the process, they hug each other too. That is exactly the reaction that Coca-Cola is gunning for. They want customers to establish an emotional connection with their brand but they also want their brand to inspire customers to establish a relationship with each other.

When asked about the reason behind this marketing and such amazing machine, Coke Asia’s Pacific Director for Sparkling and Activation Platforms, Mr. Leonardo O’Grady, stated that

since happiness is contagious and the company wanted to spread happiness, they have made such a machine to give some smiles to the people, who want to give a hug or want a hug.

As soon as the campaign was launched for the young and peppy crowd, the reaction was noticed; it was superbly amazing! In fact, people waited in queue to give hugs!