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# Melting Machine
- URL: https://www.protein.xyz/melting-machine/
- Published: 2013-05-06T12:57:00.000Z
- Updated: 2025-05-28T11:01:26.000Z
- Description: Cans of soft drinks brand are encased within a block of ice, gradually thawing out, allowing customers to take them.
- Author: Protein
- Tags: Seeds, Food & Drink, #protein, #Import 2024-06-11 13:21, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9244/415426dc-bd1a-46ca-983d-c54163c3f01b.jpeg)

Advertising agency [BBDO](http://www.bbdo.com/?ref=protein.xyz) have added a refreshing twist to 7up’s new marketing campaign: a vending machine made of ice.  
Placed in Argentina’s capital, Buenos Aires, the Melting Machine is a vending machine-sized block of ice containing cans of 7up. Throughout the day passersby were able to help themselves to one of the ice-cold drinks, having been gradually released from their icy casing throughout the day.  
Of course, no current ad campaign is complete without a social media component. People were invited to guess what time the last can would be freed from the ice via Twitter, with correct guesses receiving a six-pack of 7up. Thirst-quenching with a difference.

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9244/c88d8853-f774-48de-9ed4-68c4bbec0536.jpeg)