At the Coca-Cola concept store on Copacabana beach in Rio de Janeiro, a soda machine has been installed that dispenses free mobile internet access instead of a beverage. The familiar object has been given a new purpose to attract Brazil’s young consumers, who mostly use prepaid phones, can’t afford generous data plans and only have access to a few free wi-fi spots.
The Coke machine, known as the “Happiness Refill,” was created by three Ogilvy offices (Sao Paulo, Rio and Recife). To use it, a consumer presses their phone against the tap to receive data credits for free internet navigation on an exclusive Coca-Cola mobile browser. The browser provides access to Coke FM radio, social networks including Facebook and Twitter, and the weather forecast. Each time they “refill” their phone, they receive 20 megabytes, which should last around two weeks for a moderate user.