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The Coca-Cola Co lines up label wristbands in summer experience push

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The Coca-Cola Co has launched a new campaign that sees brand Coca-Cola bottle labels turn into wristbands in the US.

Enjoy Coca-Cola is the first new Coca-Cola summer campaign in six years

Enjoy Coca-Cola is the first new Coca-Cola summer campaign in six years

The initiative, called 'Enjoy Coca-Cola', will give consumers the chance to win prizes using mobile 'Sip & Scan' technology to scan bottles. Prizes include concert, movie, amusement park and baseball tickets as well as meeting members of the US Women's National Team after the FIFA Women's World Cup, or lighting fireworks at a NASCAR race.

From 13 May, labels on 20oz bottles of Coke and Coke Zero Sugar will feature peel-away wristbands. One of the six 'Enjoy Coca-Cola' wristband designs pairs the words "I Believe" with the crest of the US women's soccer team.

The campaign will also include TV, cinema, social/digital media, in-store, outdoor and radio advertising from late May.

"After talking to fans, we realised that even though summer is this amazing, anything's-possible time of year filled with adventures and new discoveries, the season can bring stress and anxiety for many people who continue to juggle life's responsibilities and pressures," said Oana Vlad, brand director for Coca-Cola Trademark. "We saw the opportunity to invite people to enjoy... Coca-Cola and make their summer moments better - from road trips, to sitting at the bus stop on a sweltering day - to experiences like the ones we're offering through the campaign."

Additional Coca-Cola and Coke Zero Sugar summer packages featuring Sip & Scan include 7.5 oz mini-cans, 8 oz glass bottles, 12oz PET bottles, 12 oz and 16 oz cans, as well as 1.25-litre and 2-litre bottles. All packs will include the word "Enjoy" written in Coca-Cola Spencerian script.  

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