UPPING
THE PRICE OF A COKE

Topics: Cost; Grace; Value; Worth

References: Isaiah 55:1–2; Ephesians 2:8–9; Hebrews 13:8

Coca-Cola Company was working on a vending machine that would automatically increase the price of the soft drink when the temperature rises. Coke chairman Doug Ivester told the Brazilian magazine Veja that the machine was designed to reconcile supply and demand by raising the price when demand increased.

After a storm of protest, Coca-Cola backtracked, saying: “Contrary to some erroneous press reports, the Coca-Cola Company is not introducing vending machines that raise the price of soft drinks in hot weather.” Instead, the company said it is exploring “innovative technology and communication systems that can actually improve product availability, promotional activity, and even offer consumers an interactive experience when they purchase a soft drink from a vending machine.”

Some people still weren’t buying it. “Who the heck wants to have an interactive experience buying a Coke?” responded a further disillusioned customer. “All I want to do is plunk in my money and out comes the cold can. I don’t want machines saying, ‘Hello, hope you enjoy your cold drink’ or even ‘Thank you.’ I like to interact with people, not with machines.”

Isn’t it refreshing to know God doesn’t change with the weather? His offer of salvation is sure, his promises never-changing. He is the same yesterday and today and forever.

—Yahoo! News (October 28, 1999)