JetBlue and Coca-Cola teamed up to create this cola ad and publicity stunt that encouraged people in an airport to share a coke. The coke machine was set up to produce two coke bottles each time someone used it. Instead of keeping both bottles the consumers were encouraged to share the second bottle, which read "humanity" on the label.
This public display was captured on a hidden video camera inside New York’s Penn Station. The machine was set up for one day. During that one day over 150 people used the machine and 70 percent of those users shared their second bottle of coke with a stranger. This heart-warming cola ad was implemented to support Coca-Cola's 'Share a Coke with Humanity' stance.
Each person who shared a coke with a stranger was congratulated for their humanity-supporting act by receiving two free flight tickets. While the consumers had no idea there was an incentive for their kindness, it made the entire interaction even more special.
Humanity-Honoring Cola Ads
This Vending Machine Encourages People to Share by Giving Two Bottles
Trend Themes
1. Share-a-coke Marketing - Opportunity for companies to utilize share-a-coke campaigns as a way to promote their values and connect with consumers emotionally.
2. Hidden-camera Advertising - Opportunity for companies to use hidden camera videos in innovative ways to capture real-life interactions that showcase their brand values.
3. Incentive-based Marketing - Opportunity for companies to create positive brand experiences by incentivizing consumers for engaging in acts that support the company's values.
Industry Implications
1. Beverage Industry - Opportunity for beverage companies to create share-a-coke campaigns that promote their brand values and connect with consumers emotionally.
2. Advertising Industry - Opportunity for advertising agencies to create innovative marketing campaigns that showcase brand values and create positive brand experiences for consumers.
3. Travel Industry - Opportunity for travel companies to incentivize consumers with free tickets for engaging in acts that support the company's values, creating positive brand experiences for consumers.