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.
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Key Themes Behind This Trend
- Vending Machine Marketing
- There is an opportunity for businesses to use vending machines in creative ways to promote their products or services.
- Rivalry-soothing Campaigns
- Brands can explore creating campaigns that aim to bring together rival groups, using innovative strategies to bridge divides and create unity.
- Interactive Advertising
- Interactive and engaging advertising methods, such as using vending machines, can capture consumer attention and leave a lasting impression.
Where This Applies
- Beverage Industry
- The beverage industry can adopt similar strategies to bring together rival fan bases and create buzz around their products.
- Advertising Industry
- Advertising agencies can explore innovative ways, like the Small World Machines campaign, to create memorable and impactful campaigns for their clients.
- Sports Industry
- Sports teams and organizations can utilize unique marketing approaches, like the Small World Machines campaign, to engage fans and strengthen rivalries in a positive way.
