Atlanta-based Coca-Cola continues to try out new vending machine technology, this time in Spain.
For the past two summers, the company has offered a lemonade product in a vending machine that adjusts the price depending on the outside temperature.
The technology was explained by Efrain Rosario, Coca-Cola’s director of global customer and commercial leadership, at a Shopper Marketing Expo recently in Chicago, according to Shopping News.
The goal of the pricing strategy was to increase traffic for the vending machines. The Coca-Cola Spain vending machines at water and amusement parks charged three different prices for the product, Limon & Nada, depending on the temperature. For temperatures above 86 degrees, the cost was $1.20; at 84 degrees the price climbed to $1.70; and below 84 degrees the price was $2.40.
“The machines were designed specifically to increase trial of Limon & Nada as a thirst quencher in the summer heat and have not been used in other markets,” Coke spokeswoman Carrie Brown in Atlanta said. The vending machines feature technology developed by Madrid-based Varadero Software Factory.
After four years of development, Coca-Cola Japan will start selling a heated carbonated drink, Canada Dry ginger ale, in vending machines on Oct. 21. It’s a first for Coke, which managed to maintain the carbonation during the heating process. The company already sells heated coffee and tea in vending machines. Coca-Cola distributes Canada Dry in Japan.