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 technology was explained by Efrain Rosario, Coca-Cola’s director of global customer and commercial leadership, at a Shopper Marketing Expo recently in Chicago.
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 86 degrees, the cost was $1.20; at 84 degrees the price climbed to $1.70; and below 84 degrees 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