Coca Cola wanted to promote their new bottle design, meant to improve the consumer's grip. Apparently this is a big problem in Europe, after several highly publicized incidents of grip-failure related injuries swamped hospitals and emergency services...
Anyway, to get the attention of the grip-challenged public, they decided to promote them using some transit ads. Transit ads that reached out and touched the public.
It's an interesting idea but really only practical when there's little chance of bare skin coming into contact with it...
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