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Coke: Hello Happiness and Genius Marketing Team!

Coca-Cola: we all know it, whether we love it or we stay away from it. And when I say "we" I mean me and the entire planet.
Lets look at this stat from Statistic Brain:
If 96% of the world recognizes your brand, you must be doing something right! But in order to get that 96% to continue buying the soda, the company needs to energize customers. To energize is to "[tap] into the power of word of mouth by connecting with, and turning on, [the] most committed customers..." (Groundswell). It is apparent that the Coca-Cola brand is all about energizing. Out of the various other marketing techniques the company uses, I want us to look at their creative vending machines that are extremely well thought out.



The Vending Machines
Coca-Cola has used unique interactive vending machines that capture the public's attention, touch their hearts, and get them sharing their experience. They have done this under the one campaign that "Coca-Cola brings happiness." These machines allow people to have a further and more personal connection with the beverage they drink and the brand that has in someway or another been a part of their lives. Thanks to the big Social Media platform that is Youtube, the experiences people have with these machines are not only theirs; the experiences become a part of thousands of people who watch official videos and videos taken by spectators.


1. Friendship Vending Machine

2. Happiness Vending Machine

3. Happiness Vending Machine-- in the form of a truck

4. Dancing Vending Machine

5. Recycling Vending Machine

6. Small World Machine

7. Send the World a Coke

8. Cap for a Call


Through these tactics, Coca-Cola has managed to capture the hearts of a dynamic group of people but in individual manners. They have made specific campaigns that energize specific communities.

My favorites are the Dancing Vending Machine and the Small World Machine. The company worked with the cultural phenomenon of K-Pop dancing in Korea to market to that audience in the way that would get the most enthusiasm out of them. With the Small World Machine, they have taken a serious issue of conflict and turned it into a light-hearted moment, which is something that many can't resist. A child who interacted with the machine will have a memory that is positive not only of either India or Pakistan but also Coca-Cola. They will associate their positive memory towards a group of people with something as unrelated as a beverage and it is the most beautiful thing. If that's not genius marketing, I don't know what is.

What was your favorite machine? 
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