Coca-Cola looks to heighten appeal among teens with bottles that turn into festival wristbands

Coca-Cola has created detachable bottle labels that double up as festival wristbands as part of a stunt in Europe.

Comprising eight bottle designs, the push ran in Romania and was developed by McCann Bucharest. Each iteration of the packaging featured a peel-off writstband which could help young people access some of the country's biggest concerts.

To find out whether they have won a spot at a gig, customers had to download an official Coca-Cola app and scan their wristband. If they were lucky then the wearable would serve as their ticket.

McCann said the campaign has reached 75% of teens in the country, with Mashable reporting that the push was devised after research found that four in 10 Romanian teens hadn't had Coke in the past month.

The brand has partnered several large music festivals in Romania as part of the push, including Transylvania’s Untold Festival, which in 2016 was named Best Major European Festival at the European Festival Awards.

While there's no word on whether the campaign will be extended to other regions, Coca-Cola has previously found success with packaging stunts in both the UK and the US. It's personalised Share a Coke campaign launched in 2015 to a strong reception and follow ups have included lyrical cans and a holiday destination-themed iteration.

Speaking at The Drum's Future of Marketing event earlier this month, Coca-Cola's online communications director Stanislas Magniant discussed the brand's approach to innovation. He said the food and drink giant prefers to take a more measured approach, choosing trusted partners over unknown experts, not rushing implementation and continuously reviewing its roster of agencies.

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