No one does packaging stunts quite like Coca-Cola, and here’s another clever idea from the soda giant—bottle labels that detach and become working wristbands that young people can use to access music festivals.
The wristbands, developed by McCann Bucharest, came in eight designs. Not every one granted access to a festival—you had to scan it with a special app to see if it was a winner—but McCann says youngsters started collecting and wearing them as fashion statements.
Coke partnered with the main music festivals in Romania, including Transylvania’s Untold Festival, recently named Best Major European Festival at the European Festival Awards.
McCann says the campaign reached 75 percent of Romanian teens and resulted in a sales bump of 11 percent.