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Food, Beverage & Hospitality
Published: 23 Jan 2017

Message in a Coca-Cola Bottle

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Coca-Cola Audio Cap

As part of its 2016 Christmas campaign, Coca-Cola developed a bottle cap that allowed customers to record a message to friends and loved ones.

Designed in collaboration with US ad agency David and Spanish digital agency Gigigo, customers could record a 30-second audio clip that would then play when the cap was removed from the bottle.

The special edition 'Message in a bottle' drinks were distributed among Central and Eastern European influencers and were available for a limited time at two stores in Sicily – a trial run for a wider European release in 2017. The audio bottles were launched alongside a promotional video, which demonstrated different ways to surprise your loved ones at Christmas.

This pack innovation follows the soft drink giant's camera-integrated bottle (July 2016), which allowed drinkers to take a selfie when the bottle was tipped to 70 degrees. The images were then uploaded to Coca-Cola Israel's social media pages. It's also a further example of the brand embracing personalisation following its wildly successful named bottles in 2015.

To read more about how beverage brands are upping the stakes through innovative materials and technology, check out our Alcohol Packaging Trends 2016 report. For further insight into digital packaging developments, read Packaging Futures 2016/17: Digital. For more digital Christmas campaigns, see Christmas 2016: Digital Trends & Tactics.

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