Coca‑Cola® launches first-ever ‘Locked Coke’, a limited edition bluetooth-enabled gift bottle
In a first, Coke has launched a limited edition gift bottle that the recipient can only open in the presence of its sender
Date Published: 13-10-2022
NATIONAL: Coca‑Cola India has rolled out a technological product innovation - a ‘locked’ Coke, which is a limited edition bottle of the beverage for the festive season. The ‘locked’ bottle is fitted with a special Bluetooth-enabled cap, that is programmed to open only in the presence of the sender’s mobile phone. The concept is in line with Coke’s recent #MilkeHiManegiDiwali campaign, which encourages consumers to meet and celebrate this Diwali in-person.
This is a first-of-its-kind product innovation by Coke in India. The bottle can be ordered via a microsite by filling in the gift recipient’s residential address and a customized festive wish or message. The recipients will then receive the customized bottle via delivery, which will be pre-programmed to detect the presence of the sender’s mobile phone in order for it to be unlocked. This unique bottle acts as a symbolic reminder of a promise made to meet in person.
Kaushik Prasad, Director, Marketing, brand 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.”
The innovation will be brought alive by a 360-degree campaign, including a series of digital films, partnerships with popular influencers, and a TVC film that has been conceptualized by creative partner Ogilvy.
Watch the TVC here:
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “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.”
The limited edition Coke bottle is now available to order and gift for free via the dedicated microsite, which can be accessed through mobile phones.
Over the past two years, amidst the pandemic, the festive season has been missing the spark of physical connections, as consumers resorted to ‘virtual wishes’. This Diwali, Coca‑Cola seeks to evoke a feeling of togetherness among people and bring back the real magic of celebrating festivities in-person with loved ones.
Watch the magic come alive here:
About Coca‑Cola India
Coca‑Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high-quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca‑Cola, Coca‑Cola Zero Sugar, Diet Coke, Thums Up, Charged by Thums Up, Fanta, Fanta Apple Delite, Limca, Limca Sportz, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid range of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia range of hot and cold tea and coffee options, Aquarius and Aquarius Glucocharge, Schweppes, smartwater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country, with Thums Up and Sprite being the top two selling sparkling beverages.
The Coca‑Cola system in India is contributing in its own small way to building sustainable communities through community initiatives under World Without Waste, Fruit Circular Economy, water stewardship, women empowerment, and many others. For further information on the company's India operations and its products, please visit: www.coca-colaindia.com