The Coca-Cola Festival Bottle: a product innovation that transformed the labels of millions of bottles into access wristbands to the coolest festivals and experiences.

How does it work?

4. Detach the wristband from the label

5. Scan the code with the special app and see if you won

6. Put the wristband on and use it to enter the festival

The Coca-Cola Festival Bottle: a product innovation that transformed the labels of the Coca-Cola bottles into access wristbands to the coolest festivals and hottest experiences, like backstage passes and artists meet and greet.

8 different designs inspired from teen’s icons & lifestyle, like graffiti, music and internet culture, were printed on millions of 500 ml and 750 ml Coca-Cola bottle labels.

How it works?

1. Detach the wristband from the label

2. Scan the code with the special app and see if you won

3. Put the wristband on and use it to enter the festival

Made from the same material as the label, the wristband would glue itself on the wrist and could be worn for days during festivals, or as memorabilia.

The campaign started in April 2017, at a national scale, on a wide media mix: TV, OOH, radio, dedicated online site & mobile app, in-store, social media.

Coca-Cola Festival Bottle campaign broke all the records.

After only one month it had 117.712 unique users and 281,637 entries, and it became the most successful Coca-Cola promo campaign in Romania.

We registered 72% more unique participants than the previous most successful promo activity, outperforming the best promo campaign by 27%.

With no promo-price used, the sales went up +11% vs LY on 500ml and 750 ml bottles.

Coke Scan’s app became 1st app in AppStore Free category & Playstore entertainment category.

Coca-Cola Festival Bottle reached 75% of Romanian teens, gathering 34,256,000 media impressions on all media channels in the first month.

The Coca-Cola Festival Bottle was Coke’s entry point to a target that was losing interest in its product.

The Coca-Cola Festival Bottle: a product innovation transforming the labels of millions of bottles into access wristbands to the coolest festivals and experiences.

How it works?

1. Detach the wristband from the label

2. Scan the code with the special app and see if you won

3. Put the wristband on and use it to enter the festival

The label came in 8 different designs giving teens a direct experience with the brand’s promise of moment enhancer, while also achieving memorabilia status.

Teens are always searching for cool experiences. Experiences they collect, experiences they are proud of. But with 5 major festivals happening in Romania in the summer of 2017, most teens won’t afford to attend them all. And going to a festival is the hottest thing to do!

To reconnect with the teen audience, Coca-Cola wanted to become the ticket to great experiences and reinforce its role as a moment enhancer.

We launched a product innovation, transforming millions Coca-Cola labels into festival wristbands that can offer access to the hottest summer events.

Coca-Cola is the taste of summer. But 40% of Romanian teens were disconnected from the brand and hadn’t tasted a Coke in the last month.

We needed to reconnect with them in the most important time of the year: summertime.