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Published: 16 Dec 2016

Camera-Integrated Drinks Packaging

Prominent beverage brands are using camera technology within packaging solutions to encourage their fans and followers to share product experiences via social media.

In July this year, Coca-Cola created a 'Selfie Bottle' that enabled individuals to take selfies while having a drink. Designed by Israeli innovation agency Gefen Team for Coca-Cola Israel, a camera device was fitted to the base of the bottle and could sense when it was tilted by 70 degrees, which is said to be the perfect angle for taking selfies. The automatically captured photo was then uploaded to the drinker's Snapchat account as well as Coca-Cola Israel's social media pages.

In a separate initiative, Coca-Cola is experimenting with a social media-friendly packaging concept for its UK juice brand Oasis. Designed to work with any existing face-swap app, the bottles allow individuals to swap their faces with a face made from fruit (printed on the labels), and virtually superimpose their real face onto the bottle.

Meanwhile, German beer brand Beck has teamed up with creative agency BBDO Germany to create a tiny 360-degree lens that comes affixed to the top of its special-edition beer bottles. Drinkers can detach the CapCam from the bottle and attach it to their iPhones, allowing them to film their drinking or partying experiences from every angle.

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For more on high-tech packaging trends, visit our Packaging Futures 2016-17: Digitalreport. For more on drinks packaging developments, see Alcohol Packaging Trends 2016

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