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Cola-Cola Hug Machine and Recycle Happiness Machine

By Damir Beciri
10 April 2012

coke-hug-me-machineA while back, we wrote about world’s first smile-activated ice cream vending machine which employs augmented reality in order to grab the attention. As a part of “Open Happiness” regional initiative in Singapore, Coca-Cola Company and Ogilvy & Mather came up with the ‘Cola-Cola Hug Machine’ to bring doses of happiness into the lives of people anywhere and everywhere.

A regular-looking Coca-Cola vending machine was set up at National University of Singapore, with words “hug me” in large letters of Coke’s signature font and colors on the front. The people who dared to hug the machine were rewarded with free cans of ice-cold Coca-Cola and left with huge smiles on their faces.

“We’re excited to work with The Coca-Cola Company in delivering what is really a very simple idea. All you need to do is give the Coca-Cola Hug Machine a hug and it will love you back, by giving you a free Coke. Something simple and engaging, that lifts people’s spirits and brings a smile to their face”, said Louise Kuegler, Regional Business Director at Ogilvy & Mather Asia Pacific.


“Open Happiness” is a global creative campaign launched in 2009, and the core of the campaign the message is for consumers to open a Coke and share a little happiness. Singaporean Coca-Cola has another interesting project named Recycle Happiness Machine, and it is used to instill the habit of recycling in Singaporeans. As a reward for brought recyclable empty plastic beverage bottles, people receive gifts such as fresh flowers, 1.5l bottles of Coca-Cola, and Coca-Cola collectibles, such as t-shirts, bags and caps, made out of recycled plastic bottles.

“Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness”, said Leonardo O’Grady, ASEAN IMC Director, Coca-Cola Company. “Whether you were hugging the machine or experiencing the event online, our goal was the same – to put a smile on your face and share that emotional connection. Reactions were amazing… people really had fun with it and at one point we had four to five people hugging the machine at the same time as well as each other!”

With the success of the Coca-Cola Hug Machine in Singapore, there are now plans to roll it out across Asia to bring the same happiness to consumers from other countries.

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