coca cola happiness machine case study

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Coca-Cola’s Happiness Machines

By Vauhini Vara

“ Hello Happiness ,” a new video from Coca-Cola, opens with footage of migrant laborers in Dubai, standing before dawn in a patch of dirt as they wait for a van to pull up and shuttle them to work. Later, we cycle through shots of grim-faced men in work clothes—slouched on the bus as the sun rises, hunched on sagging bunk beds, crowded on the floor of a small room during mealtime with their elbows nearly touching. They tell us that they love and miss their families, and that they wish they could hear their children’s voices more often. We learn that these workers make about six dollars per day, and that it costs nearly a dollar per minute to call home—so phone calls are rare. Then the screen goes red, the music brightens, and we are posed a question: “So what if every Coke came with a few extra minutes of happiness?”

In March, Coke installed five special phone booths in Dubai labor camps that accepted Coca-Cola bottle caps instead of coins. In exchange for the cap from a bottle of Coke—which costs about fifty-four cents—migrant workers could make a three-minute international call. The ad shows laborers in hard hats and reflective vests lining up to use the machine—and grinning, for the first time in the video, as they wait. “I’ve saved one more cap, so I can talk to my wife again tomorrow,” one man tells the camera. More than forty thousand people made calls using the machines. Then, in April, after the booths had been up for about a month, the company dismantled them.

The lives of Dubai’s migrant laborers are filled with hardship. Foreigners—including thousands of migrant workers from South Asia—make up more than eighty-eight per cent of residents of the United Arab Emirates, of which Dubai is a commercial and cultural center, according to a report this year from Human Rights Watch. The report found that recruiters in countries like India and Pakistan often charge fees of several thousand dollars to migrant laborers to facilitate their trips to the U.A.E. and their employment once they arrive. Once workers reach their destination, employers sometimes confiscate their passports, the report said, and laborers are barred from organizing or bargaining collectively.

For some people, “Hello Happiness” was a poignant reminder of those difficult circumstances. “Almost made me cry,” one person commented on YouTube. But that view was far from universal. “No offense, but ‘Happiness’ would be working conditions that don’t cause thousands of deaths, non-exploitative contracts, fair wages,” another person wrote. The question is whether Coca-Cola is shedding light on a little-known human-rights crisis and, in its own small way, helping to alleviate the troubles of the victims of that crisis, or whether it is adding to the exploitation of migrant workers in the Middle East and Asia.

Few American companies have worked as hard as Coca-Cola to associate themselves with pleasure. One of the company’s first advertising slogans, in 1905, was “Coca-Cola Revives and Sustains.” The most obvious aesthetic forbear for the “Hello Happiness” ad is perhaps the iconic 1971 ad “I’d Like to Buy the World a Coke,” for which Coke gathered hundreds of teenagers of various ethnicities on a hillside in Italy, at the height of the Cold War, to sing an anthem about bringing harmony to the world by—what else?—serving it a carbonated beverage. “That was the basic idea: to see Coke not as it was originally designed to be—a liquid refresher—but as a tiny bit of commonality between all peoples, a universally liked formula that would help to keep them company for a few minutes,” Bill Backer, who was at the time the creative director on the Coca-Cola account for McCann-Erickson, wrote .

More than four decades later, Coke’s message remains more or less the same. But the company’s audience has grown considerably. Coca-Cola has sold soft drinks abroad for decades—for so long that the brand has become one of the most enduring symbols of American capitalism. But its sales are slowing in the U.S. and other Western countries, which has Coca-Cola executives increasingly looking elsewhere for new customers. To that end, the company is spending more on advertising in developing regions where people aren’t already drinking a lot of Coke.

In 2009, the company came up with a new slogan, “Open Happiness,” that was meant to translate more straightforwardly into other languages than the previous slogan, “The Coke Side of Life.” Wendy Clark, a senior vice-president at Coca-Cola, told me that she also feels that happiness itself is a universal concept that makes sense to people from all kinds of backgrounds. “We understand the drivers of happiness—things like being active, being together, trying new things,” she said. “We have these constructs that are universal human truths about happiness. What we’ve got to do is then bring those down to each market so that they’re translated in ways that are locally relevant.”

The Dubai ad, created by a local agency called Y & R Dubai, belongs to a series called “Where Will Happiness Strike Next,” which tries to celebrate people having “authentic” experiences in which they’re “surprised by something they didn’t expect,” Clark told me. In one new ad in the series, from Singapore, special drones drop boxes of Coke onto construction sites manned by migrant workers; the Coke cans are wrapped in messages of appreciation from Singaporeans. Another ad, in Bangladesh, presents an arcade machine that runs on Coca-Cola empties. Clark said that she has seen a different video, showing Indians and Pakistanis coming together through Coca-Cola, hundreds of times, but that she still gets a lump in her throat when she watches it. Each of these ads has gotten hundreds of thousands of views on YouTube; the Dubai ad has been particularly popular, receiving nearly eight hundred thousand hits as of Thursday afternoon.

I sent links to the ads to Nicholas McGeehan, a Gulf researcher for Human Rights Watch who has studied labor conditions in Dubai. I was interested in his take on the questions of appropriateness and ethics that some viewers had raised. The videos, he said, were “odious.” For one thing, he said, Coke is not only using these low-income workers to advertise its product, it is also requiring them to buy soft drinks themselves—at nearly a tenth of their typical daily wages, he pointed out—to use the special phone booth. On top of that, he feels that the ads normalize and even glorify the hardship faced by migrant workers—at least some of whom may be working against their will. “If this was two hundred years ago, would it be appropriate for Coke to do adverts in the plantations of the Deep South, showing slaves holding cans of Coke?” he asked. “It is a normalization of a system of structural violence, of a state-sanctioned trafficking system.”

When I asked Clark about this criticism, she identified a broader challenge for Coca-Cola: “If I think about the over-all context of our campaign and our film, it seeks to include everyone. That’s a tall remit with seven billion people in the world.” She added, “If we want to be the world’s most inclusive brand and say we are, we’ve got to speak to those audiences.” In other words, if Coke’s mission is to sell its product to everyone in the world, it will have to find ways to feature all kinds of people in its ads, including the most downtrodden, and to persuade them of the message that Coca-Cola is synonymous with happiness. When you’re talking to migrant laborers in Dubai, it surely requires more than a small measure of creativity to make that case.

Clark and her colleagues at Coca-Cola aren’t the only ones interested in happiness. So are researchers and policymakers who want to measure global development in terms that go beyond economic models. In recent years, some of them have come up with several factors that tend to contribute most to over-all happiness. They include having a higher income, belonging to a community, being in good health, and feeling satisfied with work. Coca-Cola isn’t on the list. Sometimes a soda, refreshing as it may be, is just a soda.

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By Dennard Dayle

By Françoise Mouly

By Chang Che

By Joshua Yaffa

Spotlight Case Study: Coca Cola Happiness Phone Booth

June 20, 2014

A few years ago, a video featured a Coca Cola vending machine placed on a college campus and was dubbed the Happiness Machine. This vending machine, instead of merely serving 20 oz. Coke bottles, also offered pizzas, flowers, balloon animals, 2 liter bottles of coke, and even a 6 foot long sub sandwich. The video […]

A few years ago, a video featured a Coca Cola vending machine placed on a college campus and was dubbed the  Happiness Machine . This vending machine, instead of merely serving 20 oz. Coke bottles, also offered pizzas, flowers, balloon animals, 2 liter bottles of coke, and even a 6 foot long sub sandwich. The video became an instant hit.

Well, this past month, Coca Cola took a more serious tone with one of their happiness machines. Checkout the Coca-Cola Hello Happiness Photo Booth video below.

The Marketing Behind the Machine

Coca-Cola achieved many marketing goals with this latest installment of Happiness:

• Coke has done something the competition has not done.
• The target market (perhaps a younger generation with an eye on social good) was reached.
• Coke re-ignited a previous campaign and extended the reach to a more global audience.
• The brand successfully associated itself with happiness and giving.

Be Like Coke

Other companies can recreate this sort of success. Here are a few key steps we identified:

• First, an idea. Sure, not every company has the funds and access to create a Happiness Machine, but your idea can be equally as great without the overhead cost. Aim for your target demographic, and make a splash by boldly trying something different. See what your immediate competition is rolling out, and then make your approach newer, fresher, and better.
• Then, a plan. If funds are scarce, planning may be a bigger step. An idea that is low-budget and big-impact requires careful execution and planning.
• Next, a product. Dedicate time, effort, and manpower to creating a video that adheres to the image of your band and makes the statement you are hoping to make. Taking a chance with the reactions of strangers, as Coca-Cola did, is bold, but sometimes boldness goes viral.
• Finally, an audience. Post, repost, tweet, retweet, blog, vlog, Instagram, and Pin it. Do whatever necessary to get people seeing, sharing, and talking about your winning idea.

What is your next marketing strategy?

Our mission is simple: to rid the world of cheesy videos. Over the past 20 years, we’ve worked with companies from Government to private sector to achieve this goal. Together our video producers, project managers, strategists, and creatives collaborate with our clients to craft authentic and impactful videos that drive meaningful change.

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Dispensing Happiness: How Coke Harnesses Video to Spread Happiness

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Home » blog » An iconic digital marketing case study – Coca Cola

An iconic digital marketing case study – Coca Cola

In 1892, a sweetened soft drink was invented. A century later, it becomes the number-one-selling beverage in the world. From its humble beginnings in Atlanta as a tonic for ailments, it evolves into the voice of every generation. 

That is the story of the Coca-Cola company in a nutshell. A cultural institution not just in America but in over 200 countries, the brand has seen it all — fierce competition, economic recessions, technological advancements and even wars. Yet, it continues to stand tall like a colossal monument that is untouched by time. 

Today, the world drinks more than 1.9 billion cokes a day. What is the secret behind this highly successful mega brand? A succession of powerful and versatile marketing strategies that have dazzled the world into buying more bottles. In fact, many universities and marketing courses find Coca-Cola to be the perfect example of a digital marketing case study . 

The brains behind that company have reinvented the brand several times now. They manage to stay relevant, trendy and youthful. Not bad for a company that is over 130 years old!

They have captured a large audience of Baby Boomers, Generation X and Millennials.

And now, in the times of social media and instant gratification, Coca-Cola continues to forge ahead, winning over Generation Z. They have seamlessly merged their digital and traditional marketing plans. They tap into the mindset of the people seamlessly. The company adapts to changing trends and wows people with witty, thoughtful and eye-catching digital marketing campaigns.

Let’s delve into the marketing case study of Coca-Cola to discover some of its incredible ideas and insightful campaigns. 

4 Times Coca-Cola Became A Perfect Digital Marketing Case Study 

Digital marketing case study #1 Coke happiness machine 

The happiness machine was a killer interactive campaign that saw Coca-Cola win over audiences in several countries. The plan was simple yet inventive. In 2009, they set up Coke vending machines in select places such as college campuses. However, these machines were not ordinary. People had to interact with them to get their Coke drink or even win special prizes.

In Singapore, students hugged the machine to get their prize. Koreans danced for their Cokes, while Swedish students found themselves singing Christmas carols. It was silly yet effective. What makes this campaign such a brilliant digital marketing case study ?

All participants were recorded, and videos were uploaded to social media platforms such as youtube and Facebook. These videos went viral immediately. Millions of hits, clicks, views and shares were registered. Everyone was talking about Coca-Cola’s videos. It was a masterstroke from the company that caught global attention. 

Did you know you could learn such innovative digital marketing strategies in our PG Digital Marketing course?

Digital marketing case study #2 Share a Coke 

Would you like to see your name printed on a Coca-Cola bottle? Who wouldn’t? This was another visionary idea by the company’s marketing geniuses. In 2011, they printed common first names on the bottles, along with titles like mom, dad, sis, bestie, etc. The campaign started in Australia and New Zealand and soon spread to other countries. It was an instant hit. Throngs of people visited different vending machines and supermarkets to find a bottle with their name on it. Others would buy bottles for friends and family members. This campaign went digital as well. You could send a virtual bottle to anyone through social media outlets like Facebook. People put up photos of the bottles with their names on them with the hashtag #shareacoke. They could also suggest more names to print on the bottle on Coca-Cola’s online pages. In 2014, there were over 125,000 social media references to the award-winning campaign in June and July. ‘Share a Coke’ also started trending on the Google search engine. It led to a massive spike of over 800 per cent hits on Coca-Cola’s Facebook page. This was the perfect example of offline and online marketing working seamlessly together, making it a much-talked-about digital marketing case study.

Digital marketing case study #3 London Olympics

Back in 2012, the Coca-Cola company was determined to be in the spotlight during the London Olympics. There was a lot of competition among brands to be visible in a very crowded advertising space. Coca-Cola launched the ‘Move to the beat’ campaign, which had a music video featuring five aspiring Olympians from various fields. Here’s why this is a brilliant digital marketing case study . The campaign was distributed through a documentary, TV ads and several online apps. The video’s popularity spread like wildfire. There were more than 25 million video views across desktop and mobile. Coke became a highly visible and talked-about brand during the Olympics. Over one and a half million people subscribed to the company’s Facebook page, and the Twitter handle got more than 20,000 new followers. Millions of web impressions added to the massive amount of attention generated.

Digital marketing case study #4 Super Bowl 2012

In America, Super Bowl commercials are a widely viewed event known for setting high standards for creativity and innovation. Coca-Cola rose to the challenge. They launched an ad with two polar bears supporting different football teams. The bears would react to the football game as it happened. Viewers could put up questions for the bears and then post photos or videos of the answers on social media. The bears would engage in real-time, pulling out their phones to reply. It was a clever campaign, making it an outstanding digital marketing case study . All of the events with the bears were streamed on Coke’s website, multiple social media channels and even ad banners on TV. During the Super Bowl game, over 600,000 viewers watched the live footage of the polar bears. While 9 million people clicked on the videos across all digital platforms.

How To Learn From Coca-Cola’s Digital Marketing Case Studies 

If you want to recreate Coke’s successful strategies, here’s how you can start:

• Get your big idea in place 

Before you start rolling out your campaign, you need a clear, strong idea first. It has to fit in with your brand’s personality, appeal to your target audience and work across all digital marketing platforms. Once the idea is in place, you can start working on different mediums and outlets. In Coke’s digital marketing case study , we can see the big ideas were ‘Share a Coke’ and ‘Coke Happiness Machine’. Once you crack the concept, you can move on to creating a multi-faceted digital campaign. 

• Form a plan of action 

Your campaign needs a chain of events to unfold that maximises the impact. While you may not have Coke’s marketing budget, you can still work with what you have. Create a step-by-step plan. Chalk out the various execution techniques and strategies. Ensure you have backups and enough room for modifications if needed. If you look at Coca-Cola’s digital marketing case study , they started the Happiness Machine campaign in Australia, and then slowly launched it in other countries. They used the internet to spread awareness, so other nations were eager to participate. They also used social media effectively to generate interest. Ensure you have a mix of online channels and platforms as a part of your marketing plan. 

Excited to learn more such innovative marketing strategies but don’t know how?

• Create the campaign products 

Whether you create one commercial or a series of videos, put in the time and effort to see your idea come to life. If you want your campaign to go viral like in Coke’s digital marketing case study , you need a high-quality product that is unique and pathbreaking, no matter the budget limitations. 

• Be innovative 

Coca-Cola’s digital marketing case studies showed us how the company used social media to its fullest potential. You need to find a way to be a part of the online conversation. Whether in the form of posts or retweets or shares. This is a very important part of the digital marketing process and helps your product go viral quickly.

About Proschool’s PGCM Course In Digital Marketing 

Has learning about Coke’s digital marketing case studies got you excited about joining this industry? Proschool can help you achieve your dream. Proschool’s well-acclaimed post-graduate certificate in management can make you a highly proficient digital marketing specialist. The syllabus is taught by experienced marketing experts who use active learning methods to help students master the subjects. 

More features of the course:

• The PGCM is a one-year program 
• The curriculum is designed as a perfect blend of industry knowledge and practical application
• Students learn by working with real-life digital marketing case studies 
• There are coaching centres available in most major cities in India 
• You can also opt for online classes
• The subjects include business statistics, SEO, SEM, data analysis in Excel, marketing management, etc.
• The course teaches through platforms such as Google Analytics, LinkTree and Facebook Ads
• Your certification is AICTE-approved and AIMA-backed 
• You also get an NSDC certificate 
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In conclusion 

Coca-Cola has managed to stay relevant through carefully orchestrated and skilfully designed campaigns that appeal to its target audience. The company is on its way to becoming a 100 billion-dollar brand, and it is clear that digital marketing will play a tremendous role in its future success. Hopefully, you feel inspired by Coke’s iconic digital marketing case studies and are motivated to create your own strategies that will make a similar impact. 

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Dispensing Happiness: How Coke Spreads Happiness by Effectively leveraging the social media

DISPENSING HAPPINESS – COKE’S HAPPINESS MACHINE

About coca-cola.

The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led  by Coca-Cola(referred to as “Coke”), one of the world’s most valuable and recognizable brands, the Company’s portfolio features 20 billion-dollar brands including Diet Coke, Fanta, Sprite,Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, Coca-Cola  is  the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the company’s beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, the Company is focused on initiatives that reduce its environmental footprint, support active, healthy living, create a safe, inclusive work environment for all its employees, and enhance the economic development of the communities where the company operates. Together with its bottling partners, Coca-Cola is ranked amongst the world’s top 10 private employers with more than 700,000 employees.

Campaign Objectives –CONNECTING WITH THE TEENS

Coca-Cola (“Coke”) is one of the best-known brands in the world and the world’s sixth-largest advertiser based on dollars spent. While Coke had ample experience getting its brands in front of billions of people, it needed a cost-effective way to build deeper connections with consumers, especially teens, and its flagship Coke product. The company hypothesized that leveraging digital social media would enable it to better connect with young consumers around the globe. Although teens were voracious consumers of social media—73 percent of online American teens belong to a social network—they were a difficult market segment to reach because they do not share these types of media in traditional ways. Even if teens loved a piece of digital content, they hesitated to post a link to it on their Facebook or MySpace page out of fear that their friends would not approve their choices. Coke found that, rather than risk their reputations if their peers did not think a video/blog/website was “cool,” teens avoided sharing content they loved with their friends and would even subvert their own opinions. In fact, teens only wanted to share content that was already validated by their peers, for instance an Old Spice ad aired during the Superbowl. Commercials during the Superbowl were, by nature, socially validated. Coke also found that teens do not search for content; they find it through their friends. If a teen found content that s/he really liked, rather than posting it to their Twitter or Facebook account, they posted it on their more popular friend’s stream. They used the social currency of a more popular friend to validate and share their ideas.

Strategy Adopted by Coca-Cola

After spending several months researching and brainstorming, Coke determined that the way to reach teens and young consumers was to build a viral digital marketing campaign around happiness. Coke launched seven different

activations that employed various kinds of digital media including two applications for the iPhone and Android-based mobile phones, two applications for Facebook/MySpace/Orkut, one “goodies” package including wallpaper/screensaver/emoticons, one Windows 7 template, and a video. Each piece of content was designed to spread small doses of happiness and appeal to global audiences. While Coke was pleased with all of the projects—users downloaded the “Spin the Coke” iPhone application over 1 million times and downloaded the Windows 7 theme over 2 million times—the video was the company’s most successful activation. The video included footage of a unique Coca-Cola vending machine that the company installed in a cafeteria at a University in New York. The machine was installed in the middle of the university’s final exam period. While the vending machine appeared to be an ordinary soda machine, Coke fashioned it into a “Happiness Machine.” The night before the machine was operable, Coca-Cola set up hidden cameras to record students’ reactions. Students approached the machine thinking their money would buy a bottle of coke. However, the machine dispensed unexpected surprises is made the students very happy. For example, when a student pushed the “Coke” selection they received something unexpected―20 cokes, a bouquet of flowers, a pizza etc. While Coke had designed the machine to dispense little moments of happiness, even the company was surprised by the students’ reactions; they not only loved the surprises, but they shared them.

Results Achieved by Coca-Cola

The company left the machine in the cafeteria for two days, continually recording the footage. On January 12, 2010 they uploaded the video to YouTube and announced it with a single Facebook status update. Approximately 10 days after announcing the video on Facebook, the video had been seen 1 million times. Within two months, the video had been viewed over 2 million times and, by April 2010, the video had been viewed over 2.2 million times. Almost immediately, the video achieved Coke’s goal of going global. Approximately 50 percent of viewers were from outside the U.S. and over 70 percent of blog posts about the video were in languages other than English. The video had the highest penetration in Brazil, Mexico, Japan and Russia.

There are important conclusions that can be drawn from this case study and the conclusions can help felicitate further learning in the digital marketing space. First and foremost, with the rise of digital and with every organization trying to put a foot in the digital space the medium is cluttered with too many messages. In such a scenario for consumers to see the brand’s message and to generate brand recall for the message it is very important for brands to “engage “and to “connect” with the consumers. Cokes “Happiness Machine” video achieved the above two (Connection and engagement) brilliantly.  Individuals who viewed the video felt connected to it. The connection appeared to be driven by the happiness brought by the unexpected surprise and the authentic emotion it provoked. Teens, specifically, felt they could relate to the experiences of the students at the University in New York whose video was shown and this strengthened their beliefs that Coke is a brand that creates connection between individuals and inspires happiness.

Secondly, the video’s success also stemmed from its wide reach, few barriers to entry/use, and ease of sharing this video.

Lastly, given the viral nature of the happiness video—the large number of views in a short amount of time (2.3 million in May 2010 on YouTube alone) and the great results measured through testing—Coca –Cola adapted the video into a 30-second television commercial. This is an important learning for a marketer as this represented a different approach in terms of content creation. Usually, the marketers produce the content for traditional media and use internet/digital to leverage the same but in case of Coke instead of putting television commercials and other traditional content online as a compliment to an offline program, Coke produced content for the internet and then leveraged it to for a traditional media platform, specifically, television.

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Coca-cola study measures global happiness study reveals human contact brings most happiness in an increasingly digital world.

Study uncovers the source of happiness in 16 countries and reveals that sometimes all we need to make us happy is a hug!

ATLANTA--(BUSINESS WIRE)-- A study undertaken by Coca-Cola has uncovered the leading sources of happiness. The global study which covers 16 countries and four continents identifies what happiness means to different nationalities and reveals that, despite the rapid pace of growth in the virtual world, human contact wins hands down when it comes to happiness. People in all 16 countries agree real world contact with family and partners is a greater source of joy (77%) than virtual world alternatives.

Supporting this notion that human, rather than virtual interaction, is a greater source of pleasure; the biggest highlights of the day include catching up with loved ones in the evening (39%), eating with the family (22%) and chatting to friends or colleagues (17%). Modern alternatives such as watching TV (14%), connecting with others online (5%) and receiving the day's first text message (2%) paled in comparison.

"The results of the Coca-Cola Happiness Barometer show that staying connected with friends and family remains an important source of happiness for people around the world, and that this holds true across all continents and nationalities, including here in the U.S.," said Bill Kelly, Senior Vice President, Coca-Cola Trademark Brands, Coca-Cola North America. "Despite the online social networking phenomenon, nothing beats quality time with loved ones or simple pleasures such as sharing a Coke with our nearest and dearest to bring happiness in our lives."

The results also show that, despite the global economic woes, overall global happiness levels are high, with more than two thirds of people (67%) declaring they are satisfied with their lives.

When we do need cheering up, 38% of us turn to a night out with friends and more than one in five (22%) will give or receive a big, warm hug!

In the U.S., the study found that females are more likely than males to hug when they need cheering up (23% of females versus 15% of males). Females are also more than three times more likely than males to shop when they need some form of happiness (14% of females versus 4% of males, respectively). For teens in the U.S., music is important, with 18% saying it is a source of happiness and 22% saying listening to music is one of the happiest moments of the day.

To help interpret the results, Coca-Cola invited Dr. Richard Stevens, M.A., Ph. D., a social psychologist and author of Personal Worlds and Understanding the Self, who specializes in happiness and wellbeing, to provide his perspective on the findings. In his analysis, he noted, "While it is important to have enough money to live, income is a fairly irrelevant contributor to happiness. Without relationships, love, family or friendship, most people will not be content and no amount of money can fill this void."

Striving for celebrity did not come out as a popular source of happiness in the study. The results showed that, globally, people wouldn't choose fame and fortune to bring happiness, instead citing travelling around the world (37%), volunteering to help others (26%) and meeting the love of their life (12%) as being the key contributors to happiness.

"Despite our celebrity-driven culture, fame is not likely in itself to be a primary source of happiness," added Dr. Stevens. "Our real happiness depends much more on our basic sense of self, and connecting with other people, especially through love, care and kindness."

The study also found that drinking a Coke really does contribute to making people happy! More than half of the people surveyed (56%) cited the taste of Coca-Cola as something that makes them smile.

"Coca-Cola provides simple moments of pleasure throughout the day. Through this study we wanted to understand what else our consumers reach for in their quest for happiness," said Cristina Bondolowski, Senior Global Brand Director, Coca-Cola, The Coca-Cola Company. "We were especially pleased to see that it's the great taste of Coke that is still putting a smile on faces around the world, as it has done for nearly 125 years."

NOTES TO EDITORS

2) Philippines

3) Argentina

4) South Africa

6) United States

Survey says...

Happiness Barometer

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Along with Coca-Cola(R), recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke(R), Fanta(R), Sprite(R), Coca-Cola Zero(R), vitaminwater, POWERADE(R), Minute Maid(R), Simply(R) and Georgia Coffee(R). Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com .

Released May 11, 2010

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Ideas and Research from Stanford University

Case Study: Coca-Cola’s Global Campaign

In their quest for an authentic viral campaign, the global soft drink giant gave $50,000 to seven teams worldwide, one of whom created the Coke Happiness Machine. Stanford GSB Professor Jennifer Aaker, shows this popular YouTube video, and talks about how this small investment had big payoff for authenticity, connection, surprise, meaning, and global appeal.

Video clips from: How Ideas Take Flight [Entire Talk]

The happiness paradox, factors that enable happiness, case study: increasing the bone marrow registry, driving a successful social media campaign, case study: coca-cola's global campaign, building brands inside-out, social media experimentation.

The Ethics of Innovation [Entire Talk]

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Leadership in a Digital World

The duty of digital leaders, ethics in emerging technologies, disproportionate job displacement.

A Brainy Approach to Innovation [Entire Talk]

Embodying Innovation

Mind control of machines, pivoting toward impact, automating legal consulting, confessions of a ‘cyber-optimist'.

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Coca-Cola Happiness Machine - Lessons for Learning

Marketing Tactic

Coca-Cola customized one of their vending machines on a college campus, and staffed it, to provide unexpected results that required sharing with others, such as multiple bottles of Coke, large pizzas and over-sized sandwiches. The edited YouTube video highlights the collective reactions of the college students present.

Use this Strategy in Learning

I frequently speak about clarifying Learners Expectations over Learning Objectives . Until we identify those expectations and meet those, at a minimum, people will be dissatisfied with our learning programs. Do we clearly connect the dots between what someone wants, or needs, to achieve from our training and what we actually deliver.

Coca-Cola in this promotion goes above and beyond that, but in a way that reinforces their branding and positioning: Share a Coke. Experience Happiness.

The tapping into emotions, providing experiences of happiness which are associated with their brand is key. Note, it isn't so much the product within the bottle, but rather the interpersonal experiences and emotions people have which are initiated by seeking out the product.

So in Learning, could we focus less on eLearning courses, and more on incorporating elements that reinforce company culture which require human interaction? Could we work into our efforts elements which provide a positive reward afterwards. Ok, we have to watch HR and fairness requirements. Still, why not provide a live cam celebration of new employees finishing on-boarding training, sneaking into the last part of it something like, "Now, go out the door with the 'Next' sign" - and people are waiting with balloons and swag, etc., which is streamed on the intranet with the opportunity to wish congratulations and welcome. Then make sure to provide other positive experiences at various stages, or random days.

Turn learning into a celebration and promote success but in a way that resonates with peoples day-to-day life, that relates to the sorts of celebrations people are seeing on YouTube.

Lynne McNamee

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CONF-BPS 2022: Proceedings of the 2022 International Conference on Business and Policy Studies pp 289–297 Cite as

Research on Emotional Marketing Based on the Case Study of Coca-Cola

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Part of the book series: Applied Economics and Policy Studies ((AEPS))

Indeed, due to the rapid advances of the times and the development of the Internet, the way in which marketing is addressed today has changed and consumers have the opportunity to “generate” their own information about products and brands, as well as to spread and share it through copying, browsing and etc. Consumers 'purchasing decisions are more susceptible, as the increase in ways of gaining and generating multitudinous information and some might be deceptive—because of the decreasing cost of sharing, the content and quality of consumer-generated marketing messages are becoming increasingly difficult to control as a result. Emotion acts as one of the factors contributing to changes in behaviors and actions, has been widely studied in the past few decades [ 9 ]. Realistically, the marketing messages that are spread by consumers seem to share a common characteristic of trying to achieve communication by evoking emotional resonance in consumers. We found that emotion will not only help to explore and reveal the relationship between the emotionality of the message content and the sharing behavior but also provides more valuable and relevant suggestions and insights for enterprises to carry out new media marketing, as it distinguishes marketing messages from ordinary messages [ 2 ].

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Department of Postal Management, Beijing University of Posts and Telecommunications, Beijing, China

Xiaolong Li

School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China

Chunhui Yuan

Queen Mary University of London, London, UK

Ivoslav Ganchev

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Gao, W. (2022). Research on Emotional Marketing Based on the Case Study of Coca-Cola. In: Li, X., Yuan, C., Ganchev, I. (eds) Proceedings of the 2022 International Conference on Business and Policy Studies. CONF-BPS 2022. Applied Economics and Policy Studies. Springer, Singapore. https://doi.org/10.1007/978-981-19-5727-7_30

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Coca-Cola’s “Open Happiness” Marketing Campaign Case Study

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Coca-Cola’s “Open Happiness” marketing campaign, launched in 2009, was a global marketing initiative aimed at creating a positive and uplifting brand image while promoting the company’s products. Here’s a case study of this campaign:

Background:

In the late 2000s, Coca-Cola faced several challenges, including increasing competition, concerns about the health implications of sugary drinks, and changing consumer preferences. The company wanted to reposition itself as a brand that brought joy and happiness to people’s lives while staying relevant and appealing to a younger demographic.

The primary objective of the “Open Happiness” campaign was to:

• Reinforce Coca-Cola as a brand associated with happiness and positive emotions.
• Create a unified global marketing message that could resonate with diverse cultures and audiences.
• Drive brand loyalty and sales for Coca-Cola products.

Key Elements of the Campaign:

The Slogan: “Open Happiness” served as the central message of the campaign, encouraging people to find happiness and joy in everyday moments.

TV Commercials: Coca-Cola released a series of TV commercials featuring heartwarming and emotionally uplifting scenarios, often set in diverse global locations. These ads showed people from different cultures coming together, enjoying Coca-Cola, and sharing moments of happiness.

Print and Outdoor Advertising: The campaign included print ads and billboards featuring the “Open Happiness” slogan and images that conveyed the theme of joy and unity.

Social Media and User-Generated Content: Coca-Cola engaged with its audience through social media platforms, encouraging people to share their moments of happiness using the hashtag #OpenHappiness. This user-generated content further amplified the campaign’s message.

Music and Sponsorships: Coca-Cola used music as a central element of the campaign, partnering with musicians and using music in their commercials and events to evoke emotions and happiness.

Positive Brand Image: The “Open Happiness” campaign succeeded in reinforcing Coca-Cola’s brand image as one associated with happiness and positive emotions.

Global Reach: The campaign’s message was universally relatable, allowing Coca-Cola to connect with a diverse global audience.

Social Media Engagement: Encouraging user-generated content through the #OpenHappiness hashtag increased engagement and allowed Coca-Cola to connect with consumers on a personal level.

Sales and Market Share: While it’s challenging to attribute specific sales increases directly to the campaign, Coca-Cola maintained its position as one of the world’s most recognized and consumed soft drinks during this period.

Awards and Recognition: The campaign received numerous advertising and marketing awards for its creativity and effectiveness.

Lessons Learned:

Emotion and Positivity: The campaign’s focus on emotions, positivity, and universal themes like happiness resonated with consumers.

Global Appeal: Creating a campaign with global appeal can help a brand connect with diverse audiences across different cultures.

User-Generated Content: Encouraging user-generated content and social media engagement can enhance a campaign’s reach and authenticity.

Consistency: The consistent use of the “Open Happiness” message across various marketing channels helped reinforce the brand’s identity.

Partnerships: Collaborations with musicians and artists can enhance a campaign’s emotional impact.

In conclusion, Coca-Cola’s “Open Happiness” campaign successfully conveyed a message of joy and unity, reinforcing the brand’s image as a source of happiness. While the impact on sales is difficult to quantify directly, the campaign had a positive effect on Coca-Cola’s brand perception and engagement with consumers, making it a notable case study in the realm of global marketing and branding.

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Case Study Of Coca-Cola: What Led To Its Success?

Aashita Singh

Updated on: August 23, 2023

In a world brimming with countless beverages, one name stands tall – Coca-Cola. This fizzy elixir has captured the hearts and palates of billions around the globe, becoming a symbol of refreshment, happiness, and, of course, capitalism. The story of Coca-Cola is not just a tale of sweet bubbles, it’s a narrative of resilience, innovation, and the ability to adapt to the ever-changing tastes of consumers. So let’s pop the top and delve into the remarkable case study of Coca-Cola and what led to its success, and the hurdles it has faced.

Coca-Cola’s Profile:

The year was 1886, and the place was Atlanta, Georgia, where the Coca-Cola saga begins with Dr. John S. Pemberton , a pharmacist with a penchant for experimentation. In the heart of his laboratory, he mixed together a curious blend of coca leaf extract and kola nut, creating a syrupy concoction that he believed had medicinal properties. This brew, initially intended as a patent medicine to soothe headaches and fatigue. But, later on it was mixed with carbonated water to create a fizzy drink. It was first sold at Jacob’s Pharmacy on May 8, 1886. 

It was Frank M. Robinson , Dr. Pemberton’s bookkeeper, who gave the concoction its iconic name. He played a pivotal role in the brand’s early history by suggesting the name Coca-Cola and designing the now-famous logo. 

• He believed that “Coca-Cola” conveyed a sense of euphony and captured the drink’s two main ingredients. 
• He even penned the flowing script of the Coca-Cola logo that remains an indelible part of the brand’s identity. 

Coca-Cola Case Study to Rise to Prominence: 

Despite Pemberton’s vision, financial difficulties led to the sale of Coca-Cola formula in 1887 for a mere $2,300.  

Its key points:

• Asa Griggs Candler , a visionary businessman, acquired the rights to Coca-Cola and embarked on a mission to make it a national sensation.
• His aggressive marketing tactics and bold advertising campaigns set the stage for Coca-Cola’s expansion. 
• In 1894, Candler incorporated The Coca-Cola Company and pushed it for widespread distribution. 
• Soon, the beverage was available in every U.S state, solidifying its position as an American favorite. 
• Its sales increased by a phenomenal percentage because of Candler efforts. 
• The evolution of Coca-Cola would not be complete without mentioning the groundbreaking contour bottle, introduced in 1915. 
• It is said to be the stroke of genius – the contour bottle. 
• Designed to be distinctively recognizable even in the dark or shattered into pieces.
• This bottle not only protected the secret formula but also became a symbol of Coca-Cola’s commitment to quality.

• This curvaceous bottle not only protected the secret formula of the brand itself.
• This distinctive packaging contributed to Coca-Cola’s worldwide recognition. 

NOTE: We have detailed article about various functions of packaging ! Do check that out!!

In 1919, Ernest Woodruff bought up the company. Thereafter, Ernest’s sons continued to run the company until they transformed it into an international brand. The company was officially listed on the New York stock exchange in 1919 under the symbol KO. 

Coca-Cola’s study to International Expansion:

• With success at home! Coca-Cola set its sights on global domination. During World War II, the company provided American troops with Coca-Cola, using slogans like “The pause that refreshes” to boost morale.
• After the war, international expansion continued, with bottling plants established worldwide. 
• The introduction of Coca-Cola during the war created its demand in the international market. 
• After that, Coca-Cola began establishing its partnerships with distributors and bottling companies all around the world.  
• At present, the company operates and works in more than 200 countries and territories. 
• Coca-Cola was launched in India in 1956, with the slogan “Refresh Yourself”. 

Some key points of Coca-Cola Case Study:

• The company brand value was estimated at $97.9 billion in 2022.
• The brand logo can be recognized by 93% of the global population.
• For advertisement the company has used $ 4 billion annually for advertising, between the years 2015 to 2021, except for the year 2020 (due to pandemic). 
• The company is recorded to have 225 bottling partners and 900 bottling plants globally. 
• The brand employs around 700,000 employees.
• The company is recorded to have the same price between the years 1856-1959, at 5 cents.  
• Offers beverage options of beverage to more than 200 brands to consumers worldwide. 
• Partners with 24 million retail customer outlets. 
• Company has a profile that includes $ 21 million brands. 
•  In 2022, Coca-Cola was the most valuable brand in the non-alcoholic area globally at $ 35.4 billion

Who Owns Coca-Cola?

There are various shareholders holding shares in the company.

Coco-Cola is a public listed company.

But the topmost are – Berkshire Hathaway, The Vanguard Group, BlackRock.  However, the largest share of the brand company is said to be of Warren Buffett. 

• Vanguard holding 8.16%
• Berkshire holding 9.25%
• BlackRock holding 4.58%
• Warren Buffett holding 9.30% 

NOTE: You can our other success stories of business like Ola Case Study !

Coca-Cola’s Growth Strategy:

In the competitive landscape of the global beverage industry, Coca-Cola has managed to maintain its position as a market leader for over a century. let’s see one another part of Case Study of Coca-Cola-

Ever wonder how it has achieved such remarkable and enduring growth? 

Let’s delve into Case Study of Coca-Cola’s growth strategy:

• Product Diversification: One of Coca-Cola’s core strategies for growth is product diversification. While Coca-Cola classic remains the flagship product, the company has expanded its portfolio to cater to changing consumer preferences. This includes offerings like Diet Coke, Coca-Cola Zero Sugar, and an array of flavored and non-carbonated beverages such as water, juices, and teas. 
• Developed market focus: Coca-Cola has identified the importance of growing developing markets. Coco-Cola’s 70% of all beverages which are commercialized are being consumed in the developed world as compared to the developing world which is 30%.

• Global Expansion: Coca-Cola’s global reach is a testament to its growth strategy. With operations in over 200 countries, the company has successfully expanded its footprint worldwide. It tailors its product to local tastes and preferences, ensuring relevance in diverse markets. Local partnerships and distribution networks are key components of this strategy, allowing Coca-Cola to penetrate even the most remote corners of the globe.
• Innovation and New markets: innovation is at the heart of Coca-Cola’s growth strategy. The company continually invests in research and development to create new beverages and packaging solutions. An example of this is the introduction of smaller-sized cans and bottles to address consumer health concerns about portion control and health. 
• Branding and Marketing: Coca-Cola’s branding and marketing efforts are legendary. The company consistently runs high-impact advertising campaigns, often featuring celebrities and memorable slogans. Its marketing goes beyond mere product promotion, it aims to create emotional connections with consumers. For example, Share Coke Campaign. 
• Sustainability and Corporate responsibility: Sustainability has become a vital component of Coca-Cola’s growth strategy. The company realized the importance of environmental and social responsibility. Started taking Initiatives such as reducing water usage, recycling programs, and commitments. Which contributes to their sustainable sourcing of ingredients to its long-term growth plans. 

7. Strategic Partnerships: Coca-Cola strategically partners with various organizations and events to enhance its visibility and association with positive experiences. Sponsorships of major sports leagues, music festivals, and cultural events create opportunities for brand exposure and engagement with consumers. 

Some memorable marketing campaigns of Coca-Cola that led to its success: 

When it comes to marketing mastery, few brands can rival Coca-Cola. Over the years, this iconic beverage company has crafted some of the world’s most memorable and emotionally resonant advertising campaigns. 

Some of them are:

• Share a Coke (2011) : It was a stroke of genius. Personalization of packaging was a popular marketing tactic of Coca Cola. It personalized its bottles and cans by printing the common names of individuals.  The company encouraged people to find their names on the bottles. Also, it asked people to share the bottle or can of coke with their friends or family members.
• Taste the Feeling (2016) : It featured simple, relatable moments of people enjoying Coca-Cola and emphasized that the drink was for everyone, for every feeling, and for every day. The campaign included coke, diet coke and zero sugar coke. 
• Thanda matlab Coca-Cola (2003): Aiming at the idea of refreshing drinks or Thanda, the campaign focuses its attention to local markets to win the people’s trust in the country. They made Coca-Cola and Thanda synonyms of each other.
• Open Happiness: In 2009, Coca-Cola introduced the “Open Happiness” campaign, this optimistic and cheerful message encouraged people to find happiness in the little moments and share them with others. The campaign included a variety of feel-good ads, catchy jingles, and interactive marketing initiatives, inviting consumers to be part of the happiness movement. 

Case Study of Coca-Cola : How Coca-Cola makes money?

Coca-Cola, the world’s most iconic beverage, has a recipe for success that extends far beyond its secret formula. Its ability to generate substantial revenue is a testament to its diverse income streams and strategic business model. 

Some of them are :

Core product sales: At its heart, Coca-Cola generates a significant portion of its revenue from the sales of its core products, including Coca-Cola zero sugar, and various flavored variants.

Diversified beverage portfolio: Coca-Cola isn’t just about cola anymore. The company has diversified its product portfolio to include a wide range of beverages, catering to diverse consumer tastes. 

Non-Alcoholic ready-to-drink coffee: Coca-Cola has also ventured into the thriving market of non-alcoholic ready-to-drink coffee. With acquisitions like Costa Coffee and brands like Georgia Coffee, it has tapped into the caffeine cravings of consumers worldwide. 

Partnerships and Licensing: Coca-Cola earns revenue through partnerships and licensing agreements. For example, it collaborates with other companies to produce co-branded products, like Coca-Cola with coffee, and it licenses its brand for use in various merchandise, from apparel to collectibles.

Sponsorships and Marketing Campaigns: Coca-Cola invests heavily in sponsorships of major events, sports leagues, and cultural activities. These partnerships provide brand exposure and promotional opportunities, driving consumer engagement and sales. The company’s marketing campaigns, often featuring celebrities and memorable commercials, also contributes to its revenue.

Challenges to Coca-Cola Success: 

Coca-Cola, the behemoth of the beverage industry, is no stranger to challenges, despite its remarkable success. It faced numerous challenges that ranged from the preferences of consumers and concerns related to the environment. 

Let’s explore the hurdles this iconic company faces on its path to sustained prosperity.

• Health and Wellness concerns: One of the most significant challenges Coca-Cola faces is the shift in consumer attitudes towards health and wellness. With growing awareness about the health risks associated with excessive sugar consumption, sales of sugary carbonated beverages like Coca-Cola classic have been under pressure.

• Sugar and Obesity: Linked to health concerns is the ongoing controversy surrounding the role of sugary beverages in the obesity epidemic. Coca-Cola, along with other soda manufacturers, has faced legal battles, health advocacy campaigns, and regulatory pressures. Responding to this challenge Coca-Cola has introduced low-calorie and reduced-sugar alternatives and actively participates in public health discussions.
• Changing consumer preferences: The ever-evolving consumer preferences pose a constant challenge. The desire for diverse and unique flavors, healthier options, and transparency in ingredient sourcing requires Coca-Cola to innovate continually. 
• Competition in the beverage market: The beverage landscape is highly competitive, with numerous players vying for consumer attention. Coca-Cola competes not only with traditional rivals like PepsiCo but also faces competition from emerging beverage categories like energy drinks, ready-to-drink coffee, and plant-based beverages. 
• Supply chain disruptions: Disruptions in the supply chain, whether due to natural disasters, pandemics, or other unforeseen events, can disrupt production and distribution. These disruptions may lead to temporary shortages or increased costs. 
• Competition: The most prominent challenger to Coca-Cola’s throne is none other than PepsiCo and ThumbsUp. The rivalry between Coca-Cola and PepsiCo, often referred to as the “Cola Wars” is legendary. PepsiCo’s flagship product, Pepsi, competes head-to-head with Coca-Cola Classic. Both brands engage in intense marketing campaigns and strategic pricing to win the favor of consumers. 

Future plans of Coca-Cola : 

In a world of evolving tastes, shifting consumer preferences, and increasing environmental consciousness, Coca-Cola, the global beverage behemoth, is setting its sights on the future. Coca-Cola is planning to take a dynamic approach in marketing investment. 

Coca-Cola’s future plans are a blend of sustainability, diversification, digital engagement, innovation, and a relentless focus on the consumer. As the world of beverages evolves, Coca-Cola is determined to stay ahead of the curve, refreshing not only the taste buds, but also the expectations for a more sustainable beverage experience. 

The future, it seems, is bubbling with excitement for Coca-Cola. 

Conclusion : 

The Coca-Cola success story is a testament to the power of innovation, branding, and adaptability. It has conquered challenges, embraced change, and remained a symbol of joy for generations. The world may evolve, but the timeless allure of a Coke and a smile endures. By staying true to its core values while embracing change, Coca-Cola continues to fizz its way to the top. 

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Wait, why is there a camera hole in that Coke vending machine?

If you’ve recently visited a fast-food restaurant like Wendy’s or Burger King or a movie theater like AMC, there’s a good chance you’ve grabbed a drink from a modern-looking soda fountain with a touch screen.

The machine in question, dubbed the Coca-Cola Freestyle, debuted in 2009 and lets customers choose from more than 100 drinks and flavors—from the traditional Coke or Sprite to fringe faves like flavored ginger ales. Though carbonation snobs have been known to complain that these soda fountains allow remnants from one drink to seep into the next pour, the Freestyle devices have been popular enough that more than 50,000 of them are in public use.

And yet, one mystery about the machines has popped up occasionally over time … If you are looking closely enough: Why do many of them have what appears to be a small camera lens embedded above the touch screen? 

This question began with a tip passed along to this reporter: A salesman for a Big Tech company had boasted that Coca-Cola was capturing images of soda fountain customers through cameras, and then working with said cloud-computing giant to gain insights on customers’ facial reactions when they blend certain flavors together to create a custom drink. With that data, the thinking went, Coca-Cola might have new insights into new flavors it should consider producing. 

A source who worked for Coca-Cola for many years told Fortune they had heard a similar rumor, but couldn’t confirm it for sure. A few Reddit posts also pondered the question of the camera hole with mostly unsatisfactory responses. And a Coca-Cola spec sheet found online for one of the Freestyle models lists an embedded camera as one of the soda fountain parts, along with “future capability for motion sense and facial recognition.” Hmm. 

While a camera embedded in a soda machine might sound absurd, businesses and event venues are increasingly using new facial analysis and recognition technologies in public settings. MSG Entertainment, which owns the Madison Square Garden sports arena as well as other venues like Radio City Music Hall, has recently used facial recognition technology to bar lawyers working for firms engaged in legal battles with the company from attending any events at its New York venues. More airports are adding it at security checkpoints, too. And just this February, students at the University of Waterloo pressured its administration to remove vending machines secretly embedded with facial analysis technology .

So what does Coke have to say about all of this?

A spokesman for the company, Scott Leith, said in a statement: “Camera capabilities were included in earlier designs and tested in a laboratory setting in 2018 and 2019. The company has no plans to use cameras in the future.”

Leith did not elaborate on whether machines in the field still have cameras in them nor on the exact nature of the testing. But a patent application filed in the summer of 2018 by two former Coca-Cola employees may provide a snapshot of the intent, saying the system “may be able to determine the sentiment of the consumer.”

“For example, whether a consumer who appears angry seems to appear happier after dispensing a beverage and/or whether the consumer enjoyed the beverage,” it says. “Such data also may be used to identify new mixes that are preferred by consumers … Entirely new beverage combinations thus may be created and promoted.” This reasoning sounds a lot like the original tip this reporter received.

The application also cited the potential for a soda machine to identify demographic information about a customer “for marketing purposes as well as for an improved consumer experience.”

“The method may include the steps of sensing physical characteristics of the consumer, matching those physical characteristics of the consumer with demographic characteristics, promoting a beverage selection to the consumer based upon the matched demographic characteristics, and providing a beverage to the consumer,” the application read.

But there’s a bit more. As of last month, a case study on the website of an AI company called Quantiphi referenced working on a facial recognition project related to the Coca-Cola Freestyle machine.

“Each vending machine comes with a camera installed, in which an image is captured for every customer interacting with the machine,” the case study on Quantiphi’s website read. “Coca Cola’s marketing team aspired to use these images to generate insights on consumer preferences and usage patterns,” including to “analyze the types of ‘mocktails’ preferred by their consumers.” 

The mocktails in question reference when a Freestyle soda fountain customer creates their own drink by mixing two or more flavors available from the machine. 

The case study also said that Quantiphi built “a custom machine learning model trained on 8,000 to 10,000 images, capable of detecting customer demographics … using facial feature recognition. As a result, Coca-Cola’s marketing team is able to capture and evaluate demographic details of customers, which are then used to develop focused marketing strategies and launch potential individual products, consequently driving growth.”

A Quantiphi spokesperson, Hadley Mayes, said the partnership occurred in 2017 but that it was just an experiment. Quantiphi later removed the case study from its website after Fortune inquired about it, saying it did not reflect the company’s current capabilities. Mayes declined to provide any more details on the initiative, such as where it took place or whether it was in a public setting, citing a nondisclosure agreement.

Today, thousands of Coca-Cola Freestyle machines remain in public view with a clear slot for a camera and some questions about how the company has used the cameras to date. If you have any info, this reporter would very much love to learn more.

And with that, here’s what else is happening in tech news today. 

Jason Del Rey

Want to send thoughts or suggestions to Data Sheet? Drop a line  here .

The rest of today’s Data Sheet was written by Alexei Oreskovic.

Scale AI scales its valuation. Venture capital firm Accel is in talks to lead a new funding round in Scale AI that would value the San Francisco company at $13 billion, according to The Information . That would be a big jump from the startup’s $7.3 valuation, which it garnered in its last funding round in 2021. The new round would put hundreds of millions of dollars in Scale’s coffers, according to the report, which cited anonymous sources.

Apple takes leaker to court. The iPhone maker filed a lawsuit in California state court this month accusing a former employee of leaking details about a half dozen products like the Vision Pro and the Journal app to reporters at the Wall Street Journal and The Information for five years. As first reported by MacRumors , the suit alleges that the employee used his work-issued iPhone to pass the material to the reporter (one of whom he referred to as “homeboy”) and did so because he wanted to “kill” products or features he didn’t like. Apple is seeking a jury trial and compensatory and punitive damages of more than $25,000, arguing that the leaks impaired its ability to "surprise and delight" with its new products.

Another tech IPO. Perhaps the IPO floodgates may not yet have burst open following the recent flotations of Altera Labs and Reddit, but at least one more tech company is getting ready to dip its toes in the public markets. Rubrik, a cloud and data security startup, is planning to file an IPO prospectus as soon as next week, according to Bloomberg . The Palo Alto, Calif., company is backed by Microsoft, Bain Capital Ventures, and Lightspeed Venture Partners, and is a member of the Fortune Cyber 60 .

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OpenAI tipped to become the world’s first trillion-dollar privately held startup by former Google China president , by Christiaan Hetzner

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Google’s AI knight: Yes, you read that correctly. Google has an AI Knight now. And no, it’s not one of those wacky job titles like “Social Media Ninja.” This is the real deal, a knightship to be bestowed by His Majesty King Charles himself. The recipient is DeepMind cofounder Demis Hassabis, who announced in a tweet on Friday that he was honored to receive a Knighthood for services to AI.

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