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?

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

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 does it work?

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 wristband would glue on the wrist, being made from the same plastic material as the regular label, and could be worn for many days during the festivals, or as a memorabilia before and after the events.

The Coca-Cola Festival Bottle could also unlock other surprising music experiences, like offer access to concert backstage, where you could meet the hottest Romanian musicians.

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.