The marriage of food and highly unnecessary, high-tech packaging continues: Coca-Cola has unveiled a soda bottle that automatically takes a selfie every time someone takes a swig, Business Insider reports.
As some social media users note, this might spell the end of civilization as we know it:
i want my last moments to be a selfie from me coke bottle with the mushroom cloud in the background https://t.co/8sC37oKfOI— Neil Gorton (@NeilGortz) November 17, 2016
The base of the selfie bottles includes a built-in camera, complete with a sensor to detect a 70-degree drinking tilt, “at which point the camera fires up to take a snap of its owner mid-drink.” The photos can then be shared on social media, because of course.
The bottle was devised by Coca-Cola Israel and, sadly for narcissists everywhere, isn’t available to the masses. Only a limited number were produced for Israel’s “novelty drinks” market, according to MediaPost.
The selfie bottle is the latest in a slew of odd high-tech food packaging. In June, KFC unveiled a grease-stained fried chicken box that doubles as a phone charger (released on the heels of a chicken bucket that also works as a photo printer). Shortly after, Pizza Hut pandered to DJs with pizza boxes that function as working turntables.
This isn’t Coke’s first flirtation with the world of tech-y packaging, either: Earlier this year, the brand unveiled a new design for its retail packaging in which the cardboard can be folded into virtual reality glasses.