Opening a Coke becomes a two-person job

In the past few years, the innovative marking teams behind Coca-Cola’s campaigns throughout the world have put our names on cans, created bottle-powered arcade games and taken a cheer-collecting bus across Argentina. And this inventive trend now continues with Bogota-based Leo Burnett’s introduction of the friendly twist bottle, which features a unique lid that can only be opened when paired with another.

In just over a week, the YouTube video showing the campaign in action has tallied up over 1.5 million views and the momentum doesn’t seem to be slowing down.

And while most responses to the campaign have been positive, it is slightly disconcerting that the intervention of a major corporate entity is necessary for humans to enagage with each other in the real world.