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This holiday, a few lucky consumers in Italy will have a new way to communicate with their loved ones—with a high-tech message in a Coke bottle.
The sugar water giant, with help from agencies David and Gigigo, will be selling special limited-edition bottles of Coca-Cola, featuring electronic caps that can record a 30-second message, and then play it back when someone twists open the beverage.
Available at two stores in Sicily, the bottles will also be distributed among influencers in Central and Eastern Europe, as a test case for further sale next year....
I don't know. Does this really seem necessary in a high sugar, non-nutritional beverage? Maybe some money to help women and children under siege in Aleppo would be more valuable to the Coke brand?