Selfie sticks are SOOO last year. If you want to be on the cutting edge of selfie technology, you really need to get your hands on the ‘world’s first selfie bottle’—a camera invention by none other than Coca-Cola.

The (let’s call it odd?) gadget was created by advertising agency Gefen Team for Coca-Cola Israel’s Summer Love event. The so-called “world’s first selfie bottle” is more of a bottle butt with a camera, gyroscope, and USB port built-in. Every time you tilt the ‘camera’ beyond 70-degrees to take a drink, the bottle snaps a selfie that you can access via the USB port.

This might seem inane to the photo purist, but Gefen claims it helps party goers be “more present and active during the event,” because “they can share their special moments just by drinking.” Who are we to argue…

Unfortunately, we haven’t been able to find any coke bottle selfies on the Coca Cola Israel Instagram, but if you spot any, be sure to drop a link in the comments.

(via TechCrunch via Engadget)