Title	COCA-COLA FESTIVAL BOTTLE
Brand	COCA-COLA
Product/Service	COCA-COLA
Category	E02. Retention
Entrant	McCANN BUCHAREST, ROMANIA
Idea Creation	McCANN BUCHAREST, ROMANIA
Media Placement	UM BUCHAREST, ROMANIA

Name	Company	Position
CATALIN DOBRE	MCCANN WORLDGROUP ROMANIA	Chief Creative Officer
IOANA FILIP	MCCANN WORLDGROUP ROMANI	Executive Creative Director
LIA BIRA	MCCANN WORLDGROUP ROMANIA	Art Director
ALEXANDRU VASILE	MCCANN WORLDGROUP ROMANIA	Copywriter
JONAY SOSA	MCCANN WORLDGROUP ROMANIA	Creative Group Head

The Campaign

The Coca-Cola Festival Bottle: a product innovation that transformed the labels of millions of bottles into access wristbands to the coolest festivals and experiences. How does it work? 4. Detach the wristband from the label 5. Scan the code with the special app and see if you won 6. Put the wristband on and use it to enter the festival

Creative Execution

The Coca-Cola Festival Bottle: a product innovation that transformed the labels of the Coca-Cola bottles into access wristbands to the coolest festivals and experiences. 8 different designs inspired from teen’s icons & lifestyle, like graffiti, music, and internet culture, were printed on millions of 500 ml Coca-Cola bottle labels. How does it work? 1. Detach the wristband from the label 2. Scan the code with the special app and see if you won 3. Put the wristband on and use it to enter the festival The wristband would glue on the wrist, being made from the same plastic material as the regular label, and could be worn for many days during the festivals, or as a memorabilia before and after the events. The Coca-Cola Festival Bottle could also unlock other surprising music experiences, like offer access to concert backstage, where you could meet the hottest artists.

Results

Coca-Cola Festival Bottle campaign broke all the records. With over 228.000 unique users, it became one of the most successful Coca-Cola promotional campaigns in Romania. Sales went up +11% vs LY on 500ml bottles. The Coca-Cola Scan app became 1st app in AppStore Free category & Playstore entertainment category. Coca-Cola Festival Bottle reached 75% of Romanian teens, gathering 34,256,000 media impressions on all media channels in the first month

The Coca-Cola Festival Bottle: a product innovation transforming the labels of millions of bottles into access wristbands to the coolest festivals and experiences. How it works? 1. Detach the wristband from the label 2. Scan the code with the special app and see if you won 3. Put the wristband on and use it to enter the festival The label came in 8 different designs giving teens a direct experience with the brand’s promise of moment enhancer, while also achieving memorabilia status.

Teens are always searching for cool experiences. Experiences they collect, experiences they are proud of. But with several major festivals happening in Romania in the summer of 2017, most teens won’t afford to attend them all. And going to a festival is the hottest thing to do! To connect with the teen audience, Coca-Cola wanted to become the access to great experiences and reinforce its role as a moment enhancer. We launched a product innovation, transforming millions Coca-Cola labels into festival wristbands that can offer access to the hottest summer events.