Coke's Small World Machines campaign gained worldwide renown and acclaim for using vending machines to bring rival nations together. Now, the beverage giant's latest iteration of Small World Machines explores and tackles a different but equally widespread kind of enmity -- the soccer rivalry.
The campaign aimed to soothe tensions between the Italian city of Milan's two giant soccer teams, AC Milan and Inter Milan. Coca Cola installed vending machines on opposite sides of Milan's San Siro stadium, which is shared by the two rival teams.
However, the machine was programmed in such a way that pressing the button of one machine dropped a Coke can down the chute of the machine placed on the rival team's side of the stadium. This way, rivals could only receive Coke cans from each other.
Coke's Small World Machines ad campaign -- 'soccer edition' -- was created by the McCann ad agency.
Image Credits: International Business Times
Rivalry-Soothing Pop Machines
More Stats +/-
Invisible Pop Can Cups
Clever Soda Couture
Vintage Cola Bottle Coolers
Paper Log Abodes
Free 2018 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.