A vending machine that asked you to choose who you are
In global FMCG holiday marketing, the strongest ideas often turn seasonal sentiment into a simple action people can take in public. Coca-Cola’s holiday vending machine is a clean example of that move.
Coca-Cola wanted to bring out the Santa in everyone. So for the 2013 holiday season, they created a special vending machine that prompted users to either get a free Coke or give a free Coke.
The two-button mechanic that made sharing the story
If the user chose a free Coke, the machine quickly dispensed the drink for the user to enjoy.
However, if the user decided to share, then the machine did something a little more special. Watch the video below to find out.
Why “give” feels better than “get” in December
The psychology here is straightforward. A free product is nice, but it is forgettable. A choice that reflects identity is sticky.
By putting “give” and “get” side by side, the machine turns a small decision into a moment of self-image and social proof. In a holiday setting, people want to see themselves as generous, and they want to be seen that way by others.
The business intent behind bringing out the Santa
The intent is not simply distribution.
Coca-Cola uses the vending machine to translate a brand promise into behavior. The brand is associated with warmth and sharing because the consumer enacts it, not because the brand claims it.
What to steal from this give-or-get design
- Turn values into a choice. Make the brand idea something people can do, not just hear.
- Reward the “better” behavior. If sharing is the story, make sharing the more memorable path.
- Keep the interaction instantly legible. Two clear options beat complex instructions in public spaces.
- Design for a public moment. When others can witness the decision, the story travels faster.
A few fast answers before you act
What did Coca-Cola build for the 2013 holiday season?
A special vending machine that offered users a choice: take a free Coke or give a free Coke.
What was the core mechanism?
A simple two-option prompt. Choosing “get” dispensed a Coke immediately. Choosing “give” triggered a more special outcome.
Why does the “give” option matter so much?
Because it turns a freebie into an identity moment. People remember what they chose, and others can witness it.
What business goal did this support?
Making Coca-Cola’s holiday positioning feel real by linking the brand to a visible act of sharing, not just a message about sharing.
What is the main takeaway for brands?
If you want to own a value like generosity, design an interaction where people can demonstrate that value in the moment.
