Coke has designed a limited-edition bottle for the holidays that lets people record messages that will then be played when the cap is turned.
The bottle's built-in technology allows people to record for up to 30-seconds. The bottles are only being sold at two outlets in Sicily and distributed among selected influencers, in a pilot test for a possible further campaign next year. However, the accompanying video and social campaign is running throughout Central and Eastern Europe. It shows a number of YouTube videos of Christmas "fails," followed by a demonstration of the bottle.
The sound cap technology was developed by digital agency Gigigo from Spain while Buenos Aires-based agency David created the video. It was directed by Lucas Shannon of Landia.