The 0.5L bottle of Coca-Cola is fitted with a camera at its base. Whenever the bottle senses a 70 degree tilt, it takes a picture.

The technology was used as part of the Coca-Cola Summer Love campaign, the biggest brand outdoor event in Israel. The concept was created by innovation agency Gefen Team.

“​Today, everybody is all about Snapchat and their selfies,” ​says the agency. “​All of the pictures are then uploaded to users’ Snapchat, Coca-Cola Israel's Facebook page, and the brand’s Instagram page. ​

“Users tag themselves and their friends in photos on Coca-Cola’s social media assets. It really does the trick and makes the partygoers more present and active during the event, knowing they can share their special moments just by drinking.”​

Also appealing to the selfie generation is Coca-Cola's Be More Fanta marketing campaign, which uses 'selfie-inspiring packaging'​​ to encourage activity on social media.