We recently got an interesting research request about a past promotion that featured Coke cans with money inside of them. MagiCan was part of the “Magical Summer” promotion from the summer of 1990. At the time it was the largest marketing and promotional campaign ever for Coca-Cola classic. Nearly three quarters of a million MagiCans containing millions of dollars in cash and prizes were to be randomly distributed nationwide. Although it looked like a regular 12-ounce can of Coca-Cola classic, the “magic” behind this can was a unique, instant-win MagiCan mechanism that popped out cash (ranging from $1 to $500) or prize vouchers when opened.
MagiCan was supposed to be available from May 14th through
August 15th of 1990 but was pulled early due to consumer complaints about
“foul-smelling” liquid in the cans. MagiCans were filled with water in
order for to feel like a regular 12-ounce can, but malfunctions in the pop-up
mechanism or faulty seals sometimes allowed the water to leak out. While
the water was tested and found to be harmless if consumed, Coca-Cola decided to
end the promotion early in order to avoid any further negative press. We have a few opened and unopened MagiCans in the Coca-Cola archives. Does anyone remember this promotion or have a MagiCan in their collection?
More on Journey
- Honoring a Native Son: Coca-Cola Exhibit, Panel Pay Tribute to Dr. Martin Luther King, Jr. and His Nobel Peace Prize
- The Story of Frank O'Hara's ‘Having a Coke With You’ Poem
- Coca-Cola Salesman's Career in Mississippi Started During Civil Rights Movement
- Ghost Signs Before They Were Ghosts: Preserving a Rare Photo Album for the Coca-Cola Archives
- How Coca-Cola Brands Make it to the Big (or Small) Screen