And this would have implemented with specialised Coke vending machines around the end of the 1990s.
How did they plan to do this? Apparently, the vending machines would be fitted with a thermostat and software that would raise the price on hot days. This would have been done in the US and other markets, though I doubt it would have reached South Africa.
Generally, vending machines offer companies one of the highest profit margins. It’s easy to see why they would want to implement this “feature”.
It didn’t end well for Coke
Thankfully, it never came to pass. Though if you’ve ever purchased a drink from one of the vending machines at the Cape Town International Airport, you may be questioning this.
For once, outrage did its job and a company listened. Many lambasted Coca-Cola for the proposal while rivals, such as Pepsi, also spoke out on the practice. Even the company’s stock prices took a bit of a dive.
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