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PROMO CAMPAIGN: Coke Links Music Event Tix With Bottle Labels To Attract Romanian Teens

May 28, 2017: 12:00 AM EST
To spur Romanian teenagers to drink Coca-Cola, the company has launched a promotional campaign using detachable bottle labels, some of which double as tickets to major musical events in the country. Coke buyers need to use a special smartphone app to tell whether their bottle label is a winner. Consumer research told the company that 40 percent of Romanian teens hadn’t tried a Coke in the past month.
Patrick Kulp, "Coke is Printing Music Festival Wristbands on its Bottles in Romania", Mashable, May 28, 2017, © Mashable, Inc.
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