Coca-Cola Hello Happiness Phone Booth
Coca-Cola, a company which not too long ago tried to sell the world on Diet Coke with Bacon, is now repenting for it in one of the most creative manners you might have ever witnessed.
So UAE has a lot of blue collar employees. For people not yet familiar with the collar system, let me help it break it down for you:
1. White collar – Went to Business school, probably earns more money than you.
2. Blue collar – Whatever you see right now, they’ve built it.
3. Pink collar – Honey Singh belongs to this category
So, blue collar mostly consists of manual labour and if you’re old enough to remember Forrest Gump, then you’re probably old enough to know that it pays s**t. Most of the workers in the UAE are from the Asian Subcontinent. Coca-Cola wanted to spread a little happiness (gain publicity) amongst this segment. Calling home is the only way workers keep in touch with their families. But with calling rates to the Subcontinent as high as $0.91 per/min, it was not possible to stay in touch with them on a regular basis.
Coca-Cola turned their bottle caps into currency which can be used in their “Hello Happiness” Phone Booth – A phone booth specially created by Coca-Cola that accepts bottle caps instead of coins to make a free three-minute international phone call.
The booths were installed at labour camps where the workers live, making it easy for them to call home, any day, any time. Through the booth, every time a worker opened a Coke they were able to share a few minutes of happiness with their families back home.
Even if we play the Devil’s Advocate and argue that these workers still have to pay for the bottle of Coke ($0.68), simple math will tell you that it works out cheaper for them anyway. Plus they get to have that bottle of coke while connecting with their loved ones back home. If that isn’t happiness, what is?