With just a small tweak “adding a simple tab to the top of Coca-Cola bottles (Regular, Light, & Zero)”, we transformed one of the most iconic symbol in the world into a “Selfie Bottle,” so that millennials could capture their memorable moments with the brand in pics, videos, boomerangs, snaps, Instagram stories or any other way to share across social networks.

In this way, the teenagers SAY COKE and changed the way they relate to the brand, now Coca-Cola takes a place in their digital albums.

With just a small tweak “adding a simple tab to the top of Coca-Cola bottles (Regular, Light, & Zero)”, we transform a conventional sampling into a unexpected brand experience for millennials.

We sample the selfie bottle in a Coca-Cola music festival, parks and concerts, quickly the initiative became part of the show.

It was not necessary to explain how it works, as soon millennials receive the sample they use it to immortalize their special moments by taking pics and videos to share on social networks.

The first implementation of the idea was in Coca-Cola Fest Costa Rica, an event with close than 17.000 teens were gathered to taste the real feeling of Coke.

/ In august the initiative cross the American borders and is going to be launch in Spain at the beach house experience of Ibiza.

/ The idea was an immediate viral success that was embraced by millennials, who shared the pictures they took with the “Selfie Bottle” widely across the social networks most popular with young people.

/ The Coca-Cola “Selfie Bottle” became a central tool helping to immortalize special moments in the lives of young people.

/ The initiative launched in Colombia but was embraced and implemented throughout Latin America. The SAY COKE activation spread to Venezuela, Guatemala, Costa Rica, Panamá, Nicaragua, El Salvador, Honduras, Argentina and the Dominican Republic.