10 years is a long time in consumer marketing.
It was about then, if I recall, that Coca Cola were offering discounts from their temperature sensitive vending machines when the temperature dropped. The problem was that shoppers interpreted the message as prices rising when the temperature goes up. Besides not framing the offer correctly which led to the misconception, even the correct offer was a slap in the face.
Consumers would no doubt imagine a bunch of suits in Atlanta scratching their heads at sales charts.
“We’re not selling many Cokes today, Charlie…”
“It’s pretty cold out there…”
“Okay, let’s give them a few cents off and see if they’ll take the bait.”
Consumers didn’t like it, which is why we’ve never heard anything about the concept…until just recently.
Coca Cola have done a complete 180 with their Spanish product, Limon & Nada. A number of machines with integrated thermometers were installed in traditional summertime locations such as water or theme parks in Spain. The temperature was shown on a large display above the machines and the cans, priced at EUR 2 each at 25 degrees Celsius or less, took a 30 percent price cut (EUR 1.40) at 26 to 29 degrees and cost EUR 1 when it hit 30 degrees or more.
The hotter the day, the cheaper the drink. The message has been framed correctly, and the offer is perceived as an absolute and delightful treat.