Coca-Cola: Happiness Refill

This never before seen Coke machine is being installed in the Coca-Cola Concept Store on Copacabana beach, in Rio de Janeiro. The Happiness Refill appears to be a modern-looking Soda Machine, but it isn't. Instead of a cup, the consumer presses his mobile phone against the tap to receive data credits for free internet navigation (IMs, Facebook, Twitter, websites, etc) on a exclusive Coca Cola mobile browser. In Brazil, free wi-fi spots are not common, and most young people have pre-paid phones. This innovation was created by an integration of three of Ogilvy's offices (Sao Paulo, Rio and Recife) and various disciplines (design, digital, mobile, advertising and activation). It provides a new way for the brand to reach out to a generation that wants to be connected every breathing minute of the day. After all, for young people, happiness means being connected.

Advertising Agency: Ogilvy & Mather, Brazil

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11 comments

sergeo_syd's picture
sergeo_syd
603 pencils

Looks a bit $$ but still a bit "meh"

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gbl's picture
gbl
451 pencils

+1 hohohoho

kleenex's picture
kleenex
25708 pencils

I say the device looks a bit ugly.

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

w Coca Cola

Wordfruit's picture
Wordfruit
1023 pencils

Sounds like it'll work to get Coke in front of more eyeballs more of the time.

vote4pedro's picture
vote4pedro
4601 pencils

Sorry, but I'm not loading a coca cola browser onto my phone to get a few free minutes of internet. And judging by the setting, I suspect the targets are affluent enough they won't go through the hassle either.

bate_palmas's picture
bate_palmas
1479 pencils

Yep. My thoughts exactly.

GonzoGoesToBitgurg's picture
GonzoGoesToBitgurg
114 pencils

Am I the only one who is seeing a giant box glove?

It looks dead. It smells dead. Yet it's moving around... That's interesting.

vlads's picture
vlads
539 pencils

i think that the action of give free wifi on zones its good, here in Lima Perú it could be a goal!. i buy!

Karelgp's picture
Karelgp
123 pencils

Acá si es común tener WiFi gratis, no me parece tan sorprendente.

fabiomaia's picture
fabiomaia
20 pencils

Great idea. Beautiful design.

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