'Coca-Cola hug machine' spreads happiness in Singapore

The ‘Coca-Cola hug machine’, created with Ogilvy, aims to bring ‘doses of happiness’ to the public and is part of Coca-Cola’s wider global marketing campaign of ‘Open happiness’.

The machine was launched in Singapore where Coca-Cola said it has already received an ‘amazing reaction’. The scheme will now be rolled out across Southeast Asia in the coming months.

Leonardo O’Grady, Coca-Cola’s ASEAN IMC director, said the aim of the project is to deliver happiness in an ‘unexpected, innovative way’.

He said, “Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness. 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.”

Louise Kuegler, regional business director at Ogilvy Asia Pacific, said although the idea is ‘very simple’ it lifts people’s spirits and brings a smile to their faces.

She said, “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 Coca-Cola.”