Coca-Cola is the taste of summer. To connect with the teen audience, Coca-Cola wanted to become the access to great experiences and reinforce its role as a moment enhancer.

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 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 artists.