Continuing a history of special-edition bottles capitalizing on big events, Coca-Cola on Wednesday is introducing 18 mini-bottles in Brazil to commemorate soccer's World Cup there this summer. Designs represent World Cup host countries from the past, such as Argentina and Japan, and the future, including Brazil, Russia and Qatar.
The bottles (which contain no actual soda) are also interactive. Through Facebook or iPhone and Android apps, fans can create special messages and avatars that can be delivered to other bottle owners. And markers on the bottles can activate augmented reality animations when they're held up to camera smartphones.
The bottles are being backed by a broader print and broadcast campaign from J. Walter Thompson. They follow the brand's release of special bottles featuring the Brazilian flag during the FIFA Confederations Cup.