MADRID, Spain -- A new summer promotion for Coca-Cola's Minute Maid Limón & Nada lemonade drink in Spain slashes vended drink prices when temperatures rise.
The Spanish office of Momentum, the marketing agency behind the campaign, has reportedly installed 18 of the novel vending machines in water parks and other public locations throughout Spain.
The machines (styled to suggest lemons) monitor the outdoor temperature and display the current price on a screen describing the promotion. When the temperature is below 77°F., a drink costs €2. When it climbs to between 77.8°F. and 84.2°F., the price is lowered to €1.4. Patrons score the biggest discount, which drops the price to €1, when the temperature spikes above 86°F.