Bottles of Coke could get Romanians into concerts this summer.
The soda giant is printing detachable labels that double as festival wristbands to some of the country’s biggest musical events.
Not every bottle is a winner; drinkers have to use a special app to determine whether or not their package is a real ticket.
But the company is hoping that the eight quirky designs it’s rolling out will make teens want to wear them regardless.
Among Coke’s festival partners is Transylvania’s Untold, one of the premiere musical events in Europe.
The ad campaign was supposedly prompted by market research showing that four in 10 Romanian teens hadn’t had Coke in the past month.
The soda company now claims the efforts has already reached three quarters of that same group and boosted sales by more than 10 percent in the country.
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