Coca-Cola introduces bottles with detachable festival wristbands

by: Robyn Dexter May 30, 2017

Music festivals have risen in popularity over the decades, with thousands and thousands of people flocking to events worldwide. In Romania, Coca-Cola found a clever way to reach to reach a huge percentage of its teenage population: detachable festival wristbands on its bottled drinks.

The “Festival Bottle” has proven thus far to be hugely popular. Every Festival Bottle purchased gives the consumer the chance to win access to popular festival across the area, including Transylvania’s Untold Festival, which was named Best Major European Festival at the European Festival Awards. While not every bottle is a winner, purchasers can download an app to scan the wristband’s code and see if they’ve won.

The eight different designs have become a trend of sorts among Romanian teens, and even those who didn’t win are continuing to wear them.

Coca-Cola has reported an 11 percent increase in sales, and says that they’ve been able to reach 75 percent of Romanian teens through the campaign.