Coca-cola He wants to reinforce his commitment to returning glass as a format, especially in the hotel sector. As reported from the company, each glass bottle is designed to be filled up to 25 times, “Which allows you to stay intact, can be washed and re -filled with drinks”. As part of its strategy, the company seeks involve And he is promoting it through a new edition of his returnable glass campaign, in which he involves them in an interactive way through Gamification.

Through a digital mini-game, users can follow the trip that makes an empty bottle from the moment it is removed in a hotel establishment. From there, “An animated journey begins that is divided into several phases, in which the consumer actively intervenes through simple challenges designed to understand the different stages of the industrial process”they explain from Coca-Cola.

Consumers can reach the game through the social networks of the brand or through advertising inserts in digital media and channels. Created by Studio xpart of WPP, the campaign is active since last May 15.

As indicated by the brand, the Coca-Cola bet for glass It is aligned with the preferences of the consumers themselves. Studies prepared by CS on Research and cited by the beverage company indicate that 82% of Spaniards prefer glass bottles when they consume in hospitality establishments. Not only because of the appearance of the container, but also because of the capacity of the glass to maintain the flavor and freshness of the drink, which improves the experience of consumption.

The returnable glass bottle route

First, the bottle is transported in a truck where the reconditioning process starts. Its first stop is cleaning. Through the first phase of the mini-game, “Container Washing”the user must correctly align the bottle and hold the washing button to leave it completely clean. The more I manage to clean in a limited time, the greater your score. Once clean, the containers pass to the next phase, where they must be filled with the fair amount of drink. Here the second challenge comes into play, “Filling”which tests the precision of the player. When pressing the button at the right instant, the liquid stops in the indicated line.

After filling, it is time to regroup the bottles and prepare them for distribution. In the last phase of the game, “Grouming & Palletizing”the user must quickly drag the bottles to the left or right to place them correctly in the pallets, simulating the actual factory logistics process. Finally, an image shows how the containers return to the bar.

Coca -Cola is betting on a transformation in the way their drinks reach the consumer, with a clear approach to sustainability and innovation. The company works to reduce its environmental footprint through the redesign of containers and the development of new solutions that prioritize recycled materials, fillable systems and more efficient experiences. But its objective is to rethink not only the container, but also the way of serving and enjoying its products, adapting to the environmental challenges and the new expectations of the consumer.

An example of this is Coca -Cola Freestylea model that combines the customization of the drink, through the choice of quantity and taste, with the use of reusable vessels.
On the other hand, Spain has been the European country chosen to try the pilot of Pour My Bevenge. This self -service system designed for stadiums, attraction parks, restaurants, offices or coffee shops allows consumers to fill and pay their own drinks without the need for queues, offering fillable solutions.