New Design to Grace Vending Machine Covers

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Students who purchase from vending machines on campus will soon have a new aspect added to their drink-buying experience: UC-Berkeley-themed vending machine fronts.

Campus vending machine fronts will soon feature a Berkeley campus design instead of Coca-Cola ads within one to two months, said Tom Cordi, director of the ASUC Auxiliary.

The new covers were part of a deal negotiated last year between the UC Berkeley beverage alliance and The Coca-Cola Company.

The alliance, which includes the ASUC Auxiliary, Housing and Dining Services and Cal Athletics, negotiates with companies bidding to provide beverages on campus.

"The machine fronts for Coca-Cola have way too much red," said Roland Addad, the designer of the new fronts. "So the beverage alliance worked with me to design something specific to Berkeley that had hardly any red."

The Coca-Cola Company proposed the idea of replacing their vending machine fronts with new fronts related to Berkeley, Addad said.

"Coca-Cola has done campus-specific vend-fronts before," he said. "We aren't setting any precedent here."

Courtesy/Roland Addad

The new machine fronts will feature the Campanile against a blue sky with the Cal logo and campus name displayed at the center.

"It's really an incredible looking cover," Cordi said.

Contract negotiators said the different fronts will make the covers a little more special to the campus.

"The idea was it would make our campus a little better and little nicer with the theme of the university," said Dennis Bartling, a university negotiator who works for the university's Procurement and Business Contracts office. "These could be anything, just something a little more meaningful to Berkeley than Coca-Cola covers."

Many UC Berkeley students said they would prefer the customized covers to the Coca-Cola covers.

"People don't want to have some big advertisement," said former Walking Walrus Senator Anand Upadhye. "They want something that's a little more discreet, something that expresses Berkeley more than some corporation."

Other students said they liked the idea of unique vending machine covers for the UC Berkeley campus.

"That would be neat," said UC Berkeley sophomore Jennifer Liu. "No other campus will have the Campanile on their vending machines. It will make ours unique. That should be interesting."

Other students, however, said there could be a better design than a picture of the Campanile on the front.

"Maybe they should put something other than the Campanile, like where your UC Regent's money goes, maybe put something informational," said Temoc Rios, a graduate student studying civil engineering. "But I definitely like that better than (the) Coke (front)."

Rios added Coca-Cola already has too much advertisement space.

"We're already so overloaded with their advertisements," Rios said. "They shouldn't be able to slap their logo on everything."

In addition to the new fronts, 50 new vending machines will be installed on campus in various locations.

Both the Graduate Assembly and the ASUC receive $50,000 annually as a result of the Coca-Cola beverage contract.


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