In an effort to reconnect with festival goers on their own grounds Coca-Cola launched The Festival Bottle — and it proved to be both cool and effective!

During the soda company’s campaign in Romania, the inventive bottles served up a decorative label that doubled as a wristband to gain access to music events. Developer McCann Bucharest created 8 detachable, scanable designs that became more than a contest — a trendy, pop culture sensation.

With the success of the campaign, we just might see something similar over here in the states! Watch The Festival Bottle recap here!


H/T: Ad Week