The Coca-Cola Friendly Twist campaign is a campaign that is going to help alleviate (or create) a lot of awkward conversations. The campaign works by making caps that can't be opened the normal way. The cap has to be opened by combining two of the bottles together, essentially making people join together if they want to get some refreshing cola.
The purpose of the Friendly Twist campaign is to get college freshman to meet and talk to each other on the first day of school. It can be intimidating when you're surrounded by faces that you don't recognize in a place that you've never been before, so having a common subject to help alleviate the stress will be especially helpful.
The bottles may be a bit gimmicky, but so is every freshman meet-up that schools tend to put on, and at least this way everyone gets Coca-Cola out of it.