Coke brings summer to winter in Sweden

It’s dark and cold out there there Scandiwegia (see countless stories) but trust good old old Coca-Cola to brighten things up a bit.

IUM Sweden has installed one of Coke’s ‘Happiness Machines,’ now part of the ‘Reasons To Believe’ campaign, at a bus stop in Uppsala Sweden, bringing the locals foolish enough to buy a cold drink in these chilly temperatuures golden meadows, song birds and all the the other goodies of the fleeting Swedish summer.

But we mustn’t mock, it’s an ingenious and, yes, creative use of digital outdoor – a medium whose self-publicity often outweighs the actual performance.

And it’s amazing how Coke, the archetypal summer drink, manages to own a chunk of winter too.

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