Coca-Cola - Festival Bracelet

Background/Objectives
Strategy
Results

Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.

Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.

Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.

TVC

Radio

Internet Advertising

OOH & PoP

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