Tag: surprise marketing

Coca-Cola: Give a Coke, Be Santa

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.

Coca-Cola: Where Will Happiness Strike Next

A vending machine that behaved like a brand promise

In global FMCG marketing, the simplest activations often travel the farthest when the “idea” is visible in one glance. Coca-Cola’s Happiness Machine is a clean example of that kind of instantly understood storytelling.

A Coca-Cola vending machine was transformed into a happiness machine delivering “doses” of happiness.

How the Happiness Machine mechanism worked

The mechanism was a familiar object with an unexpected behavior.

A vending machine is supposed to be transactional. Insert money, get a product. By breaking that script and delivering more than expected, the machine turned an everyday moment into a surprise experience that people immediately wanted to share.

The physical interface did the heavy lifting. No explanation was required because the “before versus after” was obvious in real time.

Why the surprise felt contagious

Surprise creates attention, but generosity creates warmth.

The experience worked because it did not feel like a trick. It felt like a gift. That distinction matters. People are happy to share content when it makes them look human, not gullible.

And because the moment happened in public, reactions became social proof. Other people saw it. Then they gathered. Then the story grew.

The business intent behind “doses” of happiness

The intent was to make Coca-Cola’s “happiness” positioning tangible in a way advertising rarely can.

Instead of describing a feeling, the brand staged it. The vending machine became a repeatable format that produced real reactions. Those reactions became content, and that content extended the experience far beyond the original location.

What to steal for your next experiential idea

  • Use a familiar object. If people understand the baseline instantly, the twist lands faster.
  • Break a script with generosity. “More than expected” creates goodwill and shareability.
  • Design for public reaction. The audience is not only the participant. It is everyone watching.
  • Make the brand promise physical. If your positioning is emotional, create a moment people can feel, not just read.

A few fast answers before you act

What is “Happiness Strike” in Coca-Cola terms?

A surprise activation that delivers an unexpected positive moment in a public setting, designed to be witnessed and retold.

What is the core mechanic?

Trigger a small, delightful interruption of routine, then let the crowd reaction and sharing behavior spread the story.

Why does surprise travel so well?

Because it creates a clean narrative. Normal situation. Unexpected twist. Human reaction. That structure is easy to capture and share.

What can brands steal from this?

Keep the setup simple, make the payoff instantly legible, and design for spectators as much as participants.