DIARY: Have a Coke and a smile, for only dollars 10

In light of its recent PR blunders in Europe, one would think Coca-Cola would be keeping an eye on its image internationally.

In light of its recent PR blunders in Europe, one would think Coca-Cola would be keeping an eye on its image internationally.

In light of its recent PR blunders in Europe, one would think

Coca-Cola would be keeping an eye on its image internationally.



It seems not.



A report hit the wires last week that the beverage giant is working on a

vending machine that increases the price of the drink when the

temperature rises. Have a Coke and a smile - and that will be dollars

8.50, please.



Coke chair Doug Ivester - possessing a firm grasp of macroeconomic

theory - told Brazilian magazine Veja that the machine was designed to

reconcile supply and demand by raising the price when demand increased.

The machine has been tested in Japan, and the company is still

evaluating the technology.



’Coca-Cola is a product whose utility varies from moment to moment,’ he

was quoted as saying.



Perhaps someone should remind the soda czar that corporate reputation

can also vary from moment to moment.



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