In a clever twist on dynamic pricing, Coca-Cola Spain (via its agency Momentum) launched 18 experimental vending machines in 2011–2012 that adjusted the cost of their Minute Maid lemonade drink, Limon & Nada (a zero-calorie lemon beverage), based on outdoor temperature. Unlike the controversial 1999 prototype that raised prices in heat (quickly scrapped due to backlash), this campaign lowered them as temps rose—encouraging impulse buys during summer scorchers and boosting brand love. Placed at high-traffic water parks and amusement attractions, it ran through the summer months to drive trials of the thirst-quenching product.
How the Pricing Worked
The machines used built-in sensors and software to monitor real-time weather data, displaying the current price on a digital screen. No coins needed—payments via card or contactless. The hotter it got, the bigger the discount, turning the heat into a sales ally:
| Temperature Range (Fahrenheit) | Equivalent (°C) | Price per Can (€) | Discount from Base |
|---|---|---|---|
| Below 84°F (<29°C) | Cool/Mild | 2.00 | None (base price) |
| 84–85.9°F (29–30°C) | Warm | 1.40 | 30% off |
| 86°F+ (>30°C) | Hot | 1.00 | 50% off |
- Why Lower Prices? A Coke rep explained it was about “increasing trial of Limon & Nada as a thirst quencher in the summer heat,” not gouging customers. It gamified the purchase: Spot the dropping price, feel the relief.
- The Tech: Simple thermometer-linked chip (no fancy AI)—updates every few minutes. Machines also flashed fun messages like “¡Calor? ¡Refréscate con Limon & Nada!” (Heat? Refresh with Limon & Nada!).
Impact and Legacy
- Success: Viral hit—media buzz from NYT to Ad Age, with videos showing delighted crowds snagging bargains. Boosted Limon & Nada sales in test spots without alienating users.
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.
Carrie Brown, Coke spokeswoman