Atlanta-based Coca-Cola continues to try out new vending machine technology, this time in Spain. For the past two summers, the company has offered a lemonade product where its vending machine price adjust with outdoor temperature.
The goal of the pricing strategy was to increase traffic for the vending machines. The Coca-Cola Spain vending machines at water and amusement parks charged three different prices for the product, Limon & Nada, depending on the temperature.
For temperatures above 30℃, the cost was $1.20, at 29℃ the price climbed to $1.70; and below 29℃ the price was $2.40.
The machines were designed specifically to increase trial of Limon & Nada as a thirst quencher in the summer heat and have not been used in other markets.Carrie Brown, Coke spokeswoman