A Japanese vending machine corporation is offering a free umbrella rental service to its beverage dispensers.
Dydo Drinco is rolling out an experimental program in Osaka, Japan, where seven free umbrellas will be available at each of its vending machines. The free umbrellas will sport the company's logo and will be of slightly better quality than those sold at convenience and dollar stores. Dydo Drinco is relying on the honesty of Japanese passers-by to return the free umbrellas. Considering Japan's reputation for integrity, this may not be unrealistic.
The free umbrella service will encourage potential consumers to approach Dydo Drinco's vending machines during rainfalls, when they would normally be rushing for shelter with no care paid to their surroundings. Thus free umbrellas might lead to an increase in the casual purchase of warm beverages.