King, Charles, III, and Das Narayandas. "Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?" Harvard Business School Case 500-068, February 2000. (Revised December 2000.) ...

such as their Coke machine, which is still in working order from the 1940s, and Coke glasses from the 1960s. The Lundeens owned their local Coca-Cola bottling company for many years in Junction City.

Coca-Cola believes the service will be a hit with people who routinely buy drinks at outdoor vending machines, and has attained the initial target of having 100,000 subscribers by the end of the year.