Open happiness with a HUG? This beverage brand's vending machine did just that!

From the desk of Miles Everson:

Welcome to today’s  “Gorillas of Guerrilla Marketing!”

For those of you who aren’t familiar yet, this is an unconventional strategy that is simple to appreciate, easy to execute, and sometimes, inexpensive.

I am personally fond of such tactics because it reminds me that we can never run out of creative ideas to promote our brand or offerings and engage with our target audience.

In this article, let’s talk about a brand’s heartwarming campaign.

Keep reading below to know how one beverage brand replaced its logo with a simple, doable message for customers.

Open happiness with a HUG? This beverage brand's vending machine did just that!

Imagine you’re a student strolling through campus, exhausted from back-to-back lectures.

Suddenly, you see a vending machine… but this is not just any usual vending machine that asks for your money to avail one of the items inside it; it just wants… a hug.

Huh?

Sounds like something straight out of a feel-good movie, right?

Well, in 2012,  Coca-Cola  made this heartwarming fantasy a reality with its  “Hug Me” machine —a guerrilla marketing campaign that turned an everyday transaction into a moment of pure joy.

A hug for a Coke? Yes, please!

The concept of the campaign was brilliantly simple: Instead of inserting coins or tapping a card, all you had to do was wrap your arms around the vending machine.

Yes, you read that right. No cash, no app, just a good ol’ fashioned embrace.

… and in return?

A free can of Coke!

The first of these magical machines appeared at the  National University of Singapore (NUS), featuring bold letters that read,  “Hug Me.”

At first, students were puzzled. However, curiosity got the best of them. One brave soul stepped forward, wrapped her arms around the machine, and clunk!

A cold can of Coke rolled out.

Soon, students were lining up, laughing, hugging, and capturing the moment on their phones.

Social media took care of the rest, making the campaign an instant viral hit.

This wasn’t just a random feel-good stunt; it was also part of Coca-Cola’s larger  “Open Happiness”  campaign.

In fact, the beverage brand had long been associated with joy, sharing, and connection, but this vending machine took those values to a whole new level.

Coca-Cola’s goal for this campaign was simple: Turn a routine action—buying a soda—into something meaningful.

… and what’s more universal than a hug?

Hmm. We can’t think of anything else right now!

The brand tapped into the science of emotional marketing, where positive interactions create lasting impressions.

The result?

People weren’t just drinking Coke—they were experiencing it.

RESULTS

Guerrilla marketing campaigns are fun and all, but did the  “Hug Me”  machine actually make an impact?

DEFINITELY!

Take a look at these results:

• The campaign garnered 116 million media impressions in just three weeks. Talk about a social media explosion!
• Coca-Cola recorded a 23% increase in purchase intent during the campaign period—people weren’t just hugging vending machines; they were buying more Coke, too.
• The brand saw an estimated 4.2 million additional cans sold in Singapore alone, leading to USD 2 million in extra revenue.
• The campaign achieved an 82% reach among the target audience, with coverage on  CNN,  ABC,  NBC, and major online platforms like  Forbes  and  TIME.

Not bad for a vending machine with a soft spot for cuddles!

What’s more?

After its success in Singapore, Coca-Cola expanded the campaign to other countries like South Korea and Australia. The idea remained the same: Place the machines in high-traffic areas like malls, universities, and public events, and let the hugs roll in.

The machines created unforgettable, organic photo opportunities that fueled even more social media buzz.

Clearly, Coca-Cola wasn’t just selling soda; it was also selling an experience—one that made people smile, share, and feel connected to the brand in a way that no traditional ad ever could.

What can we learn from the “Hug Me” campaign?

Coca-Cola’s vending machine wasn’t just about giving away free drinks; it was also a masterclass in guerrilla marketing.

Here’s why it worked so well:

• Emotional Connection: The campaign tapped into the universal human experience of affection. People don’t remember ads; they remember how they felt when they saw them.
• Simplicity Wins: The concept was easy to understand and required no effort from the audience other than a simple, fun action.
• Social Media Gold: The unexpected nature of the machine made it irresistibly shareable. People wanted to tell their friends about it.

Overall, Coca-Cola’s  “Hug Me”  campaign proves that sometimes, the best marketing isn’t about selling but about  connecting.

A vending machine that simply asked for a hug as a symbol of warmth and happiness… that’s something money can’t buy.

So, next time you see a vending machine, maybe give it a little hug. You never know—it might just hug you back.

… or better yet, the next time you brainstorm about your own marketing campaign, maybe give your target audience a “little hug” (implicitly speaking).

You never know—they might just “hug” you back (implicitly speaking, too)!

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

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Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing!

Do you want to know  how a U.K. mayo brand responded to a fast food restaurant that didn’t offer mayo as a dip in 2023?

See it in next week’s article!