It seems like advertisers are getting increasingly innovative in their approach to getting the word out.

Hug Me’ vending machine that dispenses free coke cola in exchange for, you guessed it . . . . . . .  A hug!

The vending machine that was recently installed at the National University of Singapore is the brainchild of advertising and marketing company Ogilvy & Mather, and is part of Coca Cola‘s new marketing initiative called ‘Open Happiness’.

According to Coca-Cola spokesman Leonardo O’Grady, this is part of Coke’s “Open Happiness” global marketing campaign.

Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness.

To emanate this joyful emotion, the machine has the words ‘Hug Me’ written in lieu of a Coke Cola Ad. When a human fulfills that wish by wrapping his/her arms around it, the machine returns the favor by dispensing a chilled can of coke! Judging by the delighted squeals from the students, the machine is definitely creating a ton of ‘Open Happiness’ on the University campus.

Cokes Hug Me Machine Dispenses Free Coke