Coca-Cola's new "Spoof" marketing Campaign

You wouldn't translate the word Coca-Cola to "Hug me" into singaporean english would you? Thats the premise of the new marketing campaign that Coca-Cola is running. A Coke vending machine was installed overnight at the National University of Singapore. It looks like a fairly ordinary machine, in the brand’s iconic red and white. But instead of it’s logo, this machine says “Hug Me,” in the logo font. The marketer is using the license afforded by the infamous spoof logo t-shirts to spoof themselves. And instead of money, this machine responds only to the currency of hugs. Specifically, you have to squeeze the sides of the soda dispenser in a specific way to make a free Coke come out.    
       Positioning this stunt at a university is a smart move in Singapore, where public signs of affection have long been discouraged, but are on the rise among the young. Coke is positioning itself as a non-threatening ally to affection demonstrating youth. Check out the video to see it in action!