Coca-Cola adds an interactive, fizzy twist to World Cup 2014’s promotional campaign with the launch of 18 mini bottles. They contain no actual soda, still they’ve got something more exciting—each of them can communicate messages and avatars to another bottle in the range.
The designs of the bottles pay tribute to 18 World Cup’s host countries from the past and future—the tiny pieces feature flamboyant national flags and signature, well-recognized visual motifs of the countries like Brazil, Argentina, Japan, and others. The collectible bottles can be attached to bags or phones as bright accessories.
The bottles come as an interactive platform as well. Using Facebook or iPhone and Android apps, soccer and Coke fans can create special messages and pictures that can be sent to and displayed on other bottles. Additionally, the markers integrated into the design of the bottles can open up as augmented reality animations when scanned with smartphones.
To promote the launch of mini-bottles, Coke is rolling out a broader print and broadcast (watch the video on AdAge) campaign by JWT that highlight the bright and playful visual character of the bottles.
The launch of the bottles follows the recent release of commemorative Coca-Cola’s Brazilian cans that support the host country of the upcoming World Cup event. The packaging that used the national colors of the Brazilian flag—green, yellow and blue—instead of the Coke’s iconic red was available in the country’s retail for two months after its release in the first half of 2013.