Getting still more mileage (this time literally) out of its “happiness” theme, Cola-Cola drove a converted delivery truck into the streets of Rio De Janeiro recently and started spitting out goodies—everything from bottles of Coke to surfboards—to the clearly thrilled bystanders. Definition 6 orchestrated the stunt, having done a similar (though more annoyingly hipster) thing last winter with a vending machine in a college cafeteria. “Where will happiness strike next?” says the text on top of the van. The genius, of course, is that it barely strikes at all—they’ve done only two of these stunts in two years—and yet Coke still comes off smelling like roses. UPDATE: OK, they’ve done a few more than two, but not many more.
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