# Surfboard Dispensing Vehicles The Coca-Cola 'Happiness Truck' Strikes in Rio De Janeiro By Renee Ramsarran | Published 2011-02-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/coca-cola-happiness-truck References: [buzzfeed](http://www.buzzfeed.com/cocacola/the-coca-cola-happiness-truck-delivers-happiness-i) & [thecoca-colacompany](http://www.thecoca-colacompany.com/dynamic/press_center/2011/02/where-will-happiness-strike-next.html) Looking to continue its track record of spreading a little bit of joy worldwide, the [Coca-Cola](https://www.trendhunter.com/trends/3d-coca-cola-billboard) 'Happiness Truck' recently pulled up in Rio De Janeiro, Brazil. This video sequels last year's 'The Happiness Machine,' which dispensed the bottled soft drink along with some fun prizes to a London campus cafeteria. In this video clip posted to the company's official [Facebook](https://www.trendhunter.com/trends/what-the-fanta-1) page, you'll see a [bright red branded truck](https://www.trendhunter.com/trends/branded-mobile-truck) spit out free gifts to those who push the button on the back. Not just drinks and treats were handed out from the Coca-Cola Happiness Truck, but other prizes like soccer balls, t-shirts, beach chairs, sunglasses and even surfboards were given. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 35% | Activity: 86% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Experiential Marketing:** Companies can enhance their brand image by creating unique experiences for their customers through events and activations using dispensing vehicles. - **Non-food Dispensing Vehicles:** Expanding beyond traditional vending machines, non-food dispensing vehicles such as the Coca-Cola Happiness Truck can be utilized for dispensing other products and generating excitement. - **Social Media Advertising:** Creating engaging content through social media platforms like Facebook can increase brand awareness and drive traffic to events and activations, such as the Coca-Cola Happiness Truck. ### Sectors Adopting This - **Beverage Industry:** Beverage companies can explore new ways of distributing their products through non-traditional avenues such as dispensing vehicles like the Coca-Cola Happiness Truck. - **Hospitality Industry:** Hotels and resorts can utilize non-food dispensing vehicles such as the Coca-Cola Happiness Truck to offer guests unique experiences and amenities. - **Retail Industry:** Retail businesses can use dispensing vehicles like the Coca-Cola Happiness Truck as a promotional tool for product launches and events to build brand recognition and customer loyalty. ## Related on Trend Hunter - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Orchard Drive-Thrus](https://www.trendhunter.com/trends/orchard-drive-thru.md) - [Heat-Sensitive Vending Machines](https://www.trendhunter.com/trends/heat-sensitive-vending-machine.md) - [Hydrogen-Powered Vending Machines](https://www.trendhunter.com/trends/hydrogenpowered-vending-machine.md) - [Smart Soda Dispenser Trials](https://www.trendhunter.com/trends/new-compact-freestyle-machine.md) - [Platform-Exclusive Sodas](https://www.trendhunter.com/trends/cocacola-happy-tears-zero-sugar.md) - [Kindness-Promoting Ad Reboots](https://www.trendhunter.com/trends/cocacolas-christmas-kindness.md) - [Co-Branded Drink Activations](https://www.trendhunter.com/trends/frozen-fruit-waters-mobile.md) - [Perks-Filled Activations](https://www.trendhunter.com/trends/really-good-mood-machine.md)