The minds at Coca-Cola came up with the smart idea of making the act of drinking a coke a social process. They designed special bottles that can't be opened without another bottle. Ideally, this would make for a good conversation starter and ice breaker amongst strangers. The above video shows what happens when it was introduced on a college campus on the first day of classes. This idea seemed to play out pretty well, but I'm sure they had to cut out the clever anti-social computer science major who just grabbed two bottles and avoided all human contact.