Coca-Cola's Latest Market Play
The soft drink titan is always looking for new ways to encourage young people to drink their products. Everything from using popular music and EDM artists in their video advertisements, to putting people's names on their bottles and hiring Santa Claus for pinups during the holidays.
Needless to say, they are masters of marketing and thinking beyond conventions.
Despite some soft drink campaigns getting a bad rep *cough* Pepsi *cough* this latest move is pretty rad.
A Multi-Festival Collaboration
Introduced in Romania, Coca-Cola's latest batch of coke bottles come with a “peel-off” wristband that you can use to get into multiple music festivals.
Just peel it off, scan it with your phone, and here's the catch, check if it's a winner.
Of course, not every bottle of coke gives you access to a festival, nevertheless the concept so far has been a huge hit.
Initially prompted by market research showing that four in ten Romanian teens hadn't had Coke in the past month. The company has closed that demographical gap by at least three quarters and has boosted its overall sales by ten percent.
It also helps to provide the right motivation. A key festival partner is the critically acclaimed Transylvania Untold, also known as “Untold” one of the largest electronic music festivals in Europe. Featuring Tiesto, KSHMR, Nicky Romero, Afrojack, Fat Boy Slim, and many more.
An added bonus is the design wristbands themselves. They come in 8 different designs illustrated by Romanian advertising firm McCANN. Taking a typically mangled, half slapped on, fluorescent and white paper wristband and making it into something that could fit with your festival attire, not a bad move there either.
It's the little details after all.
If you're wondering where you can get your Coke bottle festival pass, then you'll be disappointed. Currently, the campaign is only taking place in Romania, but seeing how successful it has been, we have no doubts it will make it's way over here eventually.
In the meantime, keep a look out for these bottles in the future, and stay cool this summer!