Brands like PepsiCo are encouraging users to engage with their products on a deeper level by inventing social structures surrounding the products. The PepsiCo Social Vending Machine released in April 2011, gives consumers the
301 Moved Permanently option of gifting a drink to a friend which the
nginx receiver can redeem at participating machines with an SMS code. There’s also the option to further personalize the gift with a short video recorded right at the machine. FrinXX and Giftee are involved in similar ventures, exemplifying the sub-trend of Generation G – the growing importance of 'generosity' as a leading societal and business mindset, since the global recession.
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