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.
Key Themes Behind This Trend
- Interactive Packaging
- The Festival Bottle introduces a label with a detachable wristband, creating an interactive experience for consumers.
- Augmented Reality
- Consumer can scan the wristband with an app to find out if it grants access to a music festival, showcasing the potential of augmented reality in packaging.
- Collectible Accessories
- Even if not a winning wristband, the Festival Bottle allows consumers to collect the accessories, tapping into the trend of collectible items.
Where This Applies
- Beverage Packaging
- The Festival Bottle disrupts traditional beverage packaging by incorporating an interactive feature with its detachable wristband label.
- Technology
- The use of an app to scan the wristband and reveal festival access highlights the innovative intersection of technology and consumer packaging.
- Music Festivals
- The Festival Bottle presents an opportunity for music festivals to partner with brands and offer exclusive access through the packaging of their beverage products.
