Coca Cola customers can get rewards by ‘scanning’ their bottle or can on the brand’s website.

It might be a fairly functional process. Or it could be delivered with charm and Coca Cola’s unique brand voice and attitude.

The copy I wrote personified Coca Cola, speaking from the product to the consumer – literally. The can or bottle invited itself to be photographed (scanned) as if it was in a photoshoot, capturing Coke’s fun-loving, life-affirming brand voice perfectly.