For the summer season, Coca-Cola launched a novel packaging design called the Festival Bottle, which includes a label with a portion that can be detached and used as a wristband to gain access to music festivals like Transylvania’s Untold Festival.
The Festival Bottle wristbands come in eight different styles—but not all of them permit entry to a music festivals. To find out whether or not their band is a winner, Coca-Cola drinkers must scan the wristband with an app. Even if they don't receive a winning wristband, consumers may still collect the accessories.
Although bottle caps are commonly used to offer incentives and special prizes to consumers, the Festival Bottle puts a fresh spin on this idea, while also encouraging greater engagement and providing a reward for all.