Blog: Lucy BritnerCoca-Cola's selfie bottle might be a step too far

Lucy Britner | 18 November 2016

Whenever we read anything about Millennial consumers, there is almost always mention of the personalisation trend as well as the importance of social media.

So, Coca-Cola Israel's selfie bottle should satisfy both of these trends. The bottle, fitted with a plastic camera on the base, snaps a photo as consumers drink. The photo can then be shared on social media platforms including Snapchat, Facebook and Instagram.

According to The Drum, the move forms part of the company's Summer of Love campaign in the region. The agency responsible for the creation - Gefen Team - told The Drum: "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.”

I can't help thinking this is a step beyond personalisation, though - we're straying into narcissism - for the brand and for the consumer. I like a Coke as much as the next guy but I don't need a picture of me drinking it and neither do my social media buddies.

But I am a consumer who remembers a world before Facebook, so maybe I'm just to old to understand.

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