Our mission began from our desire to have the COCA-COLA vending machines loved by the people. At the core of the Vending Machine Red campaign is punk spirit. We took the DIY approach to clearly distinguish it from the sophistication of conventional Coca-Cola ads. In other words, we wanted to make it appear as though it was a fictitious campaign voluntarily created by some “special effects” geek.

Stimulating active speculation among consumers by keeping Coca-Cola’s involvement hidden and maintaining the intent and identity of the campaign’s creator a secret, we also intentionally gave the campaign a B-movie feel to get the consumers talking about its off-beat humor and quirkiness and stoking their desire to tell their friends about it.

When RED made an appearance, we made sure that it was done guerrilla-style, i.e. without prior announcements that he was coming. (Both on the Web and on the streets, RED appeared out of nowhere wherever there was an opportunity to get in touch with consumers.)