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The First Ever Ice-Melting Vending Machine Gets Your Day Refreshed

[fa icon="calendar"] 01-Jun-2013 10:00:00 / by Iliyana Stareva

I am in a desperate need of a ice-melting vending machinereal summer – sun, high temperatures, sea and tan. Unfortunately, I currently live in Germany, where the winter this year has been endless! Just last week I was wearing my winter jacket... So, because the reality doesn’t include summer any time soon, I have to dream of it and the campaign below I saw recently certainly facilitated some nice sunny thoughts.

7up came up with a brilliant idea to promote its products in a fun and engaging way. The company created the first ever melting vending machine. Yes, that’s right – melting! For the ice to melt, you need of course hot weather, which is why the stunt took place in Argentina and obviously not Germany.

So, in the middle of a busy square in Buenos Aires 7up put a massive ice-block with cans of the drink inside. As the day passed by and it was getting warmer and warmer, the ice melt and people got to indulge on some refreshing ice-cold drinks.

Another cool part of the campaign was that 7up asked people to use the hashtag #MeltingMachine and guess on Twitter when the ice would fully melt. Those who were right got a free six-pack of 7up.

Enjoy the stunt!


Why do I love it?

  • It’s clever.
  • It’s simple, yet creative.
  • It’s rewarding and refreshing.
  • It’s relevant to everyday life.
  • It’s just cool!


How would you feel about a 7up?


Topics: Creative Campaigns

Iliyana Stareva

Written by Iliyana Stareva

Iliyana Stareva is the author of Inbound PR - the book that is transforming the PR industry. She's also a keynote speaker and a consultant in inbound and digital for fast-growing companies and agencies. Currently, Iliyana is Chief of Staff to the EMEA President at ServiceNow. Before that, she held global and EMEA-wide positions at Cisco and HubSpot. She is also certified by the PMI as a Project Management Professional (PMP)®. In her free time, you can find Iliyana writing for her blog, dancing salsa or travelling the world.

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