Packaging made cool

Coca-Cola had a gap in the market; their research revealed that 40% of Romanian teens had not tasted Coca-Cola in the last month. Considering this, Coca-Cola launched a partnership with premiere music event Transylvania Untold, following research that Romanian teens had attended at least one music festival last summer. McCann Bucharest then developed 8 trendy, detachable wristbands for Coca-Cola’s bottles. Consumers then download an app and scan the wristband to determine if they’ve won access to the event.

Our take

Coke delivered a marketing activation that saw both immediate sales and long term brand benefit. Marketeers grapple with a plethora of data, those that can make strategic connections as Coke has done by turning challenge into opportunity will be the ones that have tangible success.

Danielle O’Brien

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.