Coca-Cola's new tear-resistant packaging comes with a "wristband"

According to China Packaging Network, 1.7 billion consumers worldwide drink Coca-Cola products on average, and on average, they sell about 19,400 bottles per second. Even if it is so popular in the world, Coca-Cola is frustrated here - Romania.

According to Coca-Cola’s market survey, 40% of Romania’s young people did not drink a bottle of Coca-Cola in the past month. The performance of the important target groups is so insignificant. It is indeed a matter of great sadness. In order to reverse this situation, they and McCann Bucharest, a partner in Romania, gave such an idea:

It turned out that they noticed a phenomenon - young Romanians love to go to music festivals. This is not only part of the local pop culture, it has even become their way of life. Last summer, most young people participated in at least one music festival.

As a result, Coca-Cola and McCann Bucharest began to wonder how they can combine their products and music festivals. Finally, one day, after wondering how many rounds of brainstorming, this wonderful idea was born - "The Featival BOTTLE". There should be emotion here: How much do you actually have to play with your own bottle! !

They added a "wristband" that can be torn off on the bottle body, and they also designed eight models.

How to play it? First of all, young people tore off the wristband, and then scan the bar code through a specially designed Coca-Cola APP to know if they have won. If you are lucky, you can use this wristband to enter the major music festivals in Romania. If you don't win, you can also leave wristbands as personal accessories. Here are the intimate icons:

This idea of ​​Coca-Cola is really cool: Although this is not the first time to play with their own bottle packaging, there have been previous designs such as name bottles and lyrics bottles, but this time it also added a real sense of “participation”. ". Tear off the wristband, download the APP scan... This requires the consumer to complete it in person. In this series of processes, consumers naturally gave intimacy with the brand. Many buyers have taken photos of themselves wearing Coca-Cola wristbands on social networks, triggering a new wave of fashion trends:

After millions of bottles of Coca-Cola with its “wristband” came on the market, the results were very clear: sales increased by 11%, affecting at least 75% of young Romanians, and reports from major media such as Forbes The specially-designed APP launched in the Apple Store and Google play are ranked first in the rankings.