In Spain, lemonade made cheaper when temperature rises

Spanish marketing agency Momentum Madrid has come up with a campaign for Coca-Cola's Limon Y Nada still lemonade, which offers customers discounts when the temperature outside rises.

Vending machines have been a springboard for many new ideas we’ve spotted over the years, including ones dispensing underwear, machines that know if the customer is an adult and ones powered by pedalling. Now Spanish marketing agency Momentum Madrid has come up with a campaign for Coca-Cola’s Limon Y Nada lemonade, which offers customers discounts when the outdoor temperature rises. According to a MarketingNews.es report, some 18 machines with integrated thermometers were installed in traditional summertime locations such as water or theme parks in Spain. The temperature was shown on a large display above the machines and the cans, priced at EUR 2 each at 25 degrees Celsius or less, took a 30 percent price cut (EUR 1.40) at 26 to 29 degrees and cost EUR 1 when it hit 30 degrees or more. The machines feature an application developed by Varadero Software Factory that facilitates the price change capability. The idea behind the concept was to help thirsty customers get more for their money when the weather got hotter, just as other recent discount schemes have relied on outside data to determine product prices. Those in the food and drink industry – is this something your brand would consider? Spotted by: Leticia Perez Prieto