Coca-Cola repurposes the vending machine with sweet 'Thanks Box' drive

A winter campaign from J. Walter Thompson Brazil saw “reverse vending machines” receive Coca-Cola bottles from consumers, a unique subversion of what the machines ought to do.
The logic behind the madness was to encourage gifting. Once consumers purchased one of three commemorative Coca-Cola bottles, they were tasked with depositing them in the machine - from there, they could record and send a special thank you (and the bottle) to that deserving someone.
Installed in malls and super