This is a fascinating time to be in our business. In the past, the advertising business lived within a rather finite collection of media options. But creativity and technology have suddenly opened up an incredible number of opportunities. What’s a media channel? Well, pretty much anything. Heck, we turned an empty can into a media channel.
But this is a beautiful idea that turns a vending machine into a brand experience. And an experience that almost perfectly reflects the product’s primary benefit.
Pay for your ice cream by smiling. Doesn’t it make you smile just thinking about it? It’s a much more pitch perfect version of a vending machine than one that Coke experimented with several years ago where the price of the soda was temperature dependent so that as the temperature went up, so did the price.
That idea didn’t make anyone smile.