Coke’s New Campus Bottle Forces Freshman To Make A Friend To Open It
Teamwork is the only way to gain access to this carbonated beverage.
The first day of college can be a nerve-wracking experience for even the most confident of people, which is why Coca-Cola came up with a clever new way for students in Colombia to make friends. With the help of Leo Burnett, they designed a bottle called “The Friendly Twist” that can only be opened with the help of another person. Apart from an interesting mental challenge, the design also helped students to socialize without them even realizing it was happening.
Bottles of coke made available on the campus were fitted with a specially-designed cap that is useless on its own. The trick is to buy a second bottle, which you can then fit together with the first to gain access to your beverage. While it might have been possible to simply buy two bottles, most students were forced to consult their peers when figuring out the solution – making it difficult to shy away from social interaction.
For those who missed it last year, there was a similar campaign by Coca-Cola that involved a shareable can. People in France and Singapore were able to twist their Coke can in half, and then share it with anyone in the are who happened to look thirsty, or in need of a pick-me-up.