The Coca-Cola wristband

Detachable bottle labels that work as wristbands for music festivals make for a cool packaging innovation from Coke.

Next time your ticket to a music festival could come from a bottle of Coke. All you need to do is peel off the label, use a special app to scan and determine if you have won a valid ticket and just go. That is what Coke did for the Romanians.

Designed and developed by McCann Bucharest, the bands come in eight designs. It is a clever idea from Coke and one that boosted its sales in Romania by 11 per cent. As packaging stunts go, Coke’s are hard to beat.

The company partnered with the major music festivals in Romania. The campaign reached 75 per cent of Romanian teens. But what happens if the bottle doesn’t have a winning label? Simple, the eight funkily designed band can double up as a quirky accessory. Wear them and flaunt them. Teens in Romania did just that.

Source : http://www.adweek.com/creativity/coca-cola-made-detachable-bottle-labels-that-worked-as-wristbands-at-music-festivals/