A Bottle Cap That Has the Highest Intangible Value

To give workers in the United Arab Emirates a treat far sweeter than a Coke, Coca-Cola created the “Hello Happiness Phone Booth,” which is a phone booth that accepts Coca-Cola bottle caps instead of money for a free 3-minute international phone call to reach their far away families. I love that Coke sought out such an authentic way to make a group of people sodeeply happy, and that it isn’t the usual consumer suspects that’s their target demographic for this campaign.

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