Turn the Coca-Cola bottle into a Gift, literally. The label on the bottle was cut in such a way that it could be turned into a bow by simply pulling a strip, generating a powerful surprise.

The moment of pulling the strip and creating the bow is so magical that people filmed it and shared it with their friends through social networks. This idea generated a memorable individual experience and also a massive social buzz and conversation because of the happy surprise it generates.

Sharing a surprising and unique gift with much more people than expected, that is the Christmas magic.

Who would think that a bottle of soda could become a gift that everyone wants to give and receive?

Well, that’s what Coca-Cola´s Gift Bottle did.

But since it was a handcrafted edition, our supply of it could not meet the demand of people who saw it in the news and on social media and wanted to buy it.

So in Christmas 2015 all this changed. Coca-Cola decided to spread the bottle’s magic to 15 European markets.

Then a massive production system was developed to create personal and familiar size Gift Bottles of regular Coke, Zero, Light and Life.

More than 115 million Gift Bottles were sold, which means 1 out of 6 Europeans bought them.

The bottle became a unique piece for collectors. This special edition was sold at up to 30 times its original price on websites such as e-bay.

A video posted by Daily Star generated 23 million views within 3 days.

Thousands of user-generated videos were created. One of them scored more than 1.3 million views.

More than a billion impressions on social media

Free media coverage valued at $8.5 million