© McCann
Coca-Cola has developed a bottle label for its drinks in Romania that can double as a festival wristband, with summer quickly approaching in Europe.
The tearable wristbands can be found at the bottom of Coca-Cola’s regular labels and come in eight separate designs, all featuring quirky iconography that will appeal largely to festival-going Romanian teens. They include musical instruments and cassette tapes, emojis and cartoon characters.
As well as being intended as a collectible, the wristbands also offer consumers the chance to win access to one of the country’s biggest music festivals.
They can find out if they’re a winner by removing the wristband from promotional packs of Coca-Cola and scanning the barcode using a specially designed smartphone app. Winning wristbands will then count as admission to major music events including Untold – an electronic music festival held in Cluj-Napoca, in northern Romania, this August.
Coca-Cola said the activation was inspired by research that showed a greater proportion of Romanian teenagers were attending music festivals in the summer than drinking Coca-Cola on a regular basis. The fun and novel competition was about ‘reconnecting with them on their ground’, it said.
One million bottles were distributed nationwide as part of the project, which was organised by advertising agency McCann.
McCann said that the campaign reached more than 117,000 unique users in the first month alone, outperforming any of Coca-Cola’s previous promotions in Romania by a staggering 27%. The soft drinks giant predicted that it reached 75% of teenagers in the country, which has a population of around 19.8 million.
Sales of Coca-Cola products were up 11%, and the specially designed scan app reached the top spot in both the App Store and Google Play.
© FoodBev Media Ltd 2022
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry. Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial
Your privacy We use small files known as ‘cookies’ to enhance your experience of the FoodBev website and analyse site-traffic. Read about how we use cookies or how you may control them in our updated privacy policy and cookie policy. If you continue to use this site, you consent to our use of cookies. Click the ‘OKAY‘ button at the top right of this panel to accept or click here for more information.