You walk up to a Coke machine that is about 12 feet tall. You cannot reach it alone. You ask a buddy for a boost. When you finally press the button, the machine rewards the teamwork by dispensing two Cokes instead of one.
What Coca-Cola is doing with the “Friendship Machine”
The game of vending machine one-upsmanship between Coca-Cola and PepsiCo continues with Coke’s “Friendship Machine”. To celebrate International Friendship Day, Coca-Cola in Argentina plants machines that appear to be about 12 feet tall and require that you ask a buddy for a boost to use it. As a reward, the Coke machine dispenses two Cokes instead of one.
The idea builds on Coke’s “Happiness Machine” viral video, where a machine keeps surprising students with free extras like soda and pizza. Coke also updates that generosity pattern with a “Happiness Truck” video, where a truck gives out Cokes alongside summer gear like surfboards, beach toys, and sunglasses.
PepsiCo responds with its own “Social Vending Machine” that lets you gift free Pepsi’s to friends and strangers via a text message.
A few fast answers before you act
What is the Coca-Cola Friendship Machine?
It is a Coke machine designed to be too tall to use alone, so you need a friend’s help. When you do it together, it dispenses two Cokes as the reward.
Why make the machine intentionally difficult to use?
Because the friction creates the point. It forces a social interaction first, then makes the reward feel earned and shared, not just handed out.
How do the Happiness Machine and Happiness Truck relate?
They establish the “unexpected generosity” pattern. The Friendship Machine applies the same idea, but makes cooperation the trigger instead of surprise alone.