The marketing campaign includes eight label designs and the chance for Romanian teens to win free concert passes

A recent marketing stunt from Coca-Cola added detachable labels to its soda bottles that doubled as wristbands—some of which gave Romanian fans access to music festivals in Europe, including Romania’s Untold Festival. The colorful wristband concept was developed by agency McCann Bucharest. The wristband labels came in eight different designs. When scanned with a special app, fans could find out whether they had obtained one of the winning wristbands.

The stunt reached 75% of Romanian teens and resulted in a sales bump of 11%. Young people also started collecting the wristbands and wearing them as fashion statements.

Coca-Cola | McCann Bucharest

A recent marketing stunt from Coca-Cola added detachable labels to its soda bottles that doubled as wristbands—some of which gave Romanian fans access to music festivals in Europe, including Romania’s Untold Festival. The colorful wristband concept was developed by agency McCann Bucharest. The wristband labels came in eight different designs. When scanned with a special app, fans could find out whether they had obtained one of the winning wristbands.

The stunt reached 75% of Romanian teens and resulted in a sales bump of 11%. Young people also started collecting the wristbands and wearing them as fashion statements.