Coca-Cola will promote a UK charity through a scannable label on 30 million promotional bottles leading up to Christmas.
The label is designed to raise awareness of hunger charity FareShare, which redistributes food to people in need instead of it going to waste.
Shoppers can ‘Donate a meal to someone in need‘ by buying a promotional bottle, taking a photo of the FareShare logo on the label, and uploading it to the website.
Coca-Cola will then donate 25p to FareShare for every image successfully uploaded.
The beverage giant first partnered with FareShare in 2014 to redistribute surplus drinks that can’t be sold due to damaged packaging or mislabelling.
Take a drink and a selfie
In another development, Coca-Cola Israel has incorporated a camera into the base of special 500ml bottles (pictured above).
Every time the container is tilted at an angle of 70 degrees, the camera snaps a selfie of the drinker.
The technology is part of a national Coca-Cola Summer Love campaign and is tapping into the Snapchat generation.
All the pictures are uploaded to the Coca-Cola Facebook page as well as the brand’s Instagram page.
This story was sourced from the Active & Intelligent Packaging Association. To learn more visit the AIPIA here.
