Coca-Cola Selfie Bottle: Take a pic while you sip
[THE COOL EXAMPLE]
In July 2016, Coca-Cola launched the ‘selfie bottle’, a limited-edition package exclusive to Coca-Cola Summer Love, Israel’s largest outdoor branded music festival.
When tilted at 70 degrees, the camera at the bottom of the bottle automatically photographed the user while he took a sip of the drink. Selfies were shared via snapchat, facebook or instagram.
[WHY IS THIS COOL?]
With this campaign, the brand wanted to attract a specific audience, known for its engagement with social networks, preference for the consumption of experiences to that of products themselves and for the passion to the theme food: Millennials, the popular Foodie generation.
This public needs for self-expression elevated food to one of the main identity symbols of a whole generation. Used in the creation of narratives and contextualization of lifestyles, this symbol is present in most of the brand experiences created and consumed, serving as a connective between universes for an audience that no longer sees the distinction between online and offline.
In creating a new object that brings so many symbologies to the Millennial generation, Coca-Cola has inserted its brand into a ritual of its own: to seek out new forms of experience, to take self-thoughts and to share them in social networks.
More than a photograph, the iconic red bottle appears side by side to the consumer, in his selfie, position usually occupied by a friend. The reduced number of bottles produced also gives the participants a sense of exclusivity and unity.
This example may come to mean products like today we understand them. In addition to functional and aesthetic value, we may soon have a differential perceived by the narratives that new consumer objects may offer.
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