If you’ve ever inserted money into a vending machine only to have nothing come out, then you’ve probably opted for the traditional resolve, which is violently shaking the machine until you disloge your item from its cold machine clutches. Course, vending machine owners will do what they can to disuade you of this sort of activity, as it could cause the machine to tip over and cause you serious bodily harm.
However, the Cerveza Salta machines want you to do exactly just that. In fact, they want you to tackle the machine much like a Rugby player, which is why it’s been dubbed the Rugbeer Vending Machine. Participants first insert a coin and provided their hit contains enough might, the machine will dispense a beer. If no beer is ejected a “pussy meter” on the face of the machine will infer how much more power is needed to release an alcoholic beverage.
The Rugbeer machines were distrbuted throughout a few different bars in Argentina. According to the Ogilvy, the agency behind the risque idea, they sold 25% more beer.