Chris Paine
news.com.au
April 12, 2012
Coca Cola’s new “Hug Me” vending machine, which responds to feelings. At last.
IF your partner’s a sensitive, clingy hug-monster type who loves a sugar hit, just send them to Singapore.
Coca-Cola has finally come up with a solution for people who love feelings – a vending machine that responds exclusively to hugs.
It took them long enough.
Coke’s stroke of marketing genius has tapped into a generation of young people who are dissing Singapore’s long-held, affection-is-bad culture of love denial.
Apparently the buzz term for it is “gesture-based marketing”.
Yeah, we can work with that.
Coca Cola’s clever “Hug Me” machine boast’s the company’s self-awareness by lampooning the millions of Coke spoofs with a spoof of the spoofs. Way to go meta on all of us, Coke.
But this isn’t exactly new, either. Coca-Cola is the number one social marketer amongst global brands, and has designer Jean-Paul Gaultier on the payroll.
And now – they love to feel. Who doesn’t?
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