Coca-Cola Invented a Bottle Cap That Lets You Record an Audio Message for a Loved One

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. [kickout id="1"] A promotional video imagines how they might be used—as a sort of antidote to more elaborate but ultimately abortive attempts to surprise loved ones at Christmas. Rather than pop out of an oversize box, or fall off the roof in your Santa suit, just send a friend you haven't seen in a while a bottle-gram—to open the freaking door already because you're standing outside freezing. The clip veers into a cheesy performance of good feelings that's overplayed, even for a Coke ad. Then again, it's the holidays, and the idea itself is fun enough, and consistent with the brand's past efforts at more personalized packaging—if perhaps less deft a design than widely available bottles with names printed on them. Regardless, it's nowhere near as practical as Ogilvy's "2nd Life" bottle caps from a couple years back—a gift not just for someone you care about, but for the environment too. If only there were a way to get a message into the average empty soda bottle, too—or maybe a hundred billion of them, washed up on the shore, while Sting croons in the background. CREDITS Client: The Coca-Cola Company Product: Coca-Cola Title: "Message in a Coca-Cola Bottle" Agency: David Executive Creative Directors: Joaquín Cubría, Ignacio Ferioli Creative Director: Ignacio Coste Art Director: Juan Gutierrez Copywriter: Nicolas Deferrari Head of Production: Brenda Morrison Fell Executive Producer: Florencia Albizzati General Account Director: Emanuel Abeijon Account Director: Justina Lioy Lupis Account Executive: Candela Camacho Production Company: Landia Director: Lucas Shannon Executive Producer: Diego Dutil Director of Photography: Agustin Claramunt Wardrobe Stylist: Valentina Luque Art Direction: Cecilia Guerriero Post Producer: Luciano Taccone Editor: Daniel Farman Postproduction House: Labaque Sound: Elefante Resonante Music: Cluster Agency: Gigigo Group Chief Executive Officer: Sergio Llorens Client: Coca-Cola IMC Director: Jose Antunes Creative Excellence Director: Paloma Azulay Senior Creative Excellence Manager: Camilla Zanaria Senior Shopper Manager: Laura Gurrieri CIC Manager: Demi Kazasi Marketing Manager Experiential: Thomas Portenseigne Senior Brand Manager: Nadine Wagner Brand Director: Milica Vulicevic Basorovic Marketing Director: Nadeem

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Coca-Cola Invented a Bottle Cap That Lets You Record an Audio Message for a Loved One

30 seconds of holiday cheer, plus a frosty beverage

Gabriel Beltrone

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Gabriel Beltrone