Coca-Cola Lets You Record an Audio Message On A Bottle Cap for a Loved One

This holiday, a few lucky consumers in Italy will have a new way to communicate with their loved ones—with a high-tech message in a Coke bottle.

The sugar water giant, with help from agencies David and Gigigo, will be selling special limited-edition bottles of Coca-Cola, featuring electronic caps that can record a 30-second message, and then play it back when someone twists open the beverage.

Available at two stores in Sicily, the bottles will also be distributed among influencers in Central and Eastern Europe, as a test case for further sale next year.