Coca-Cola Co. has teamed up with Grey Worldwide's office in Bangladesh, Grey Dhaka, to create a novel method to promote recycling. At the center of the promotion is a classic Coke-themed arcade game that accepts plastic bottles rather than coins. Called the Happiness Arcade, the game is reminiscent of the video classic Pong, only it uses bottles instead of paddles in gameplay.
According to officials, the "bottle-operated" game was placed in six locations around the Bangladesh capital city of 15 million people. Plans to expand the recycling experiment to other parts of the world are in the works.
"Happiness" has been a common refrain in recent Coca-Cola marketing gimmicks that incorporate vending. The Happiness Machine video went viral in 2010. | SEE STORY