The analogy that somebody used to me was it is -- we are trying to measure, 5, 000 feet below the surface, the amount of material that is coming up if you were to shake a Coke can.
They let consumers snap a picture of whatever they are interested in, be it a can of Coke or a Louis Vuitton bag, with any visual recognition app on their mobile device and interact with the brand in real time.
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The new ads-inside entail far more than plopping a can of Coke into the foreground.
These so-called safes are designed to camouflage your treasure--a can of Coke, say, or a tin of soup.
Another ad, which will air later this week, features activities that add up to burning off the "140 happy calories" in a can of Coke.
One couple posted a video on YouTube in which the wife claims to be able to recognize whether Coke is in a white or red can during a blindfolded taste test.
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It takes a lot of water to create one can of Coke, mostly because Coke contains sugar, and growing sugar cane requires a great deal of water.
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It's going on right now, and if you find one of them you press a button which instantly connects you to an operator who'll tell you that you've just won a Chevy SUV, and then instructs you to press another button that activates a GPS homing beacon on the can so that Coke can immediately deliver the prize to your location.
Coke machines may soon offer variable pricing for a can of pop, based on the time of day, temperature and the historical demand curve.
What's more, dive operator Douglas Primus has developed a seaside resort whose first guests will be the 100-person TV crew. (No, contestants won't be able to pop over for a Coke, says Primus.) And if the U.S. program is a hit, the travel business can only benefit.
What about the can of Coke I was relieved of after a flight from Copenhagen to Atlanta a few months ago?
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As leader of the opposition in Norfolk, a lot of people will be watching Mr Coke to see if he can make his new councillors rise to the challenge.
Forbes has covered SodaStream in the past, looking at their business model in detail and considering whether or not they can gain a foothold in a market dominated by giants like Coke and Pepsi.
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With points racked up through Reimagine, recyclers can donate funds to local schools through the My Coke Rewards Program or enter to win a sweepstakes.
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