Coca-Cola's Festival Bottle Features a Label with a Detachable Band
Laura McQuarrie — May 27, 2017 — Lifestyle
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.
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.
Trend Themes
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Interactive Packaging — The Festival Bottle introduces a label with a detachable wristband, creating an interactive experience for consumers.
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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.
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Collectible Accessories — Even if not a winning wristband, the Festival Bottle allows consumers to collect the accessories, tapping into the trend of collectible items.
Industry Implications
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Beverage Packaging — The Festival Bottle disrupts traditional beverage packaging by incorporating an interactive feature with its detachable wristband label.
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Technology — The use of an app to scan the wristband and reveal festival access highlights the innovative intersection of technology and consumer packaging.
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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.
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