Coca-Cola appears to be aiming squarely at a millennial target with their newest innovation, which has little to do with the beverage and everything to do with image. The beverage maker has launched a custom built selfie bottle. So, while consumers are chugging away on their favorite sugar water, they will be able to take a snapshot of themselves guzzling down the drink. This tool arrives with built-in advertising, since the selfies taken by the bottle will be able to be shared on Snapchat, Facebook, and Instagram. Where people are apparently clamoring for pictures of other people drinking stuff.
Coke has never shied away from marketing ploys, and the new selfie bottle is no different. Gefen Team created the product for Coca-Cola Israel as part of its Coca-Cola Summer Love campaign. A statement from the Gefen Team said the aim of the selfie bottle — which will have motion detectors to time the best possible photo — is to essentially make people more engaged with the product, so people will be jealous of the good time they are having:
“Users tag themselves and their friends in photos on Coca-Cola’s social media assets. It really does the trick and makes the partygoers more present and active during the event, knowing they can share their special moments just by drinking.”
Partygoers around the globe may have to wait to get their hands on a selfie bottle, as it is only available in Israel at the moment. Until then, parties may not be as “active” — everyone will just twiddle their thumbs until the selfie bottle is released worldwide.
(Via The Drum)