Coca-Cola India has rolled out a technological product innovation ‘locked Coke’, a limited edition bottle for this year's festive season.
The bottle is fitted with a Bluetooth-enabled cap, that is programmed to open only in the presence of the sender’s mobile phone.
The innovation has been brought alive by a 360-degree campaign, including a series of digital films, partnerships with influencers, and a TVC film that has been conceptualised by Ogilvy.
Kaushik Prasad, director, marketing, Coca-Cola, said, “We at Coca-Cola are exhilarated to unveil a first-of-its-kind product innovation to our consumers. Digital enablement and product innovation are key pillars of growth for us at Coca-Cola, and our new ‘locked’ bottle perfectly aligns with this strategy. The unique limited-edition gift bottle (that is available in India) is sure to inspire social connections, as people come together to meet, greet, connect, and share a (locked) Coke this Diwali.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “This is an invitation that I hope no one declines. We hope this beautiful merger of tech with humanity that has created the most inviting Diwali invitations, sees people make the effort to go and visit the person inviting them, open the locked bottle of Coke, and enjoy it together.”