Coke rewards Kazakh teens who dangled friend over river

Three teenagers in Kazakhstan became internet stars after footage showed them risking a dangerous fall to rescue a Coke bottle from a river. The company spotted the opportunity, launched a search for the trio, and converted the viral clip into a publicity campaign.

It started when a Coke bottle dropped into the water. Rather than leave it, the three friends took action: one hung upside-down over the river while the other two gripped his legs, trying to help him reach the bottle below. The unusual footage spread across social media and drew widespread reaction.

Teens dangled friend over river for Coke bottle — company's response (Photo: social media)

According to reports, the teenagers explained they did not want to pollute the river by leaving the bottle in it. But the attempt to retrieve the drink became a genuine hazard, with the friends adopting a risky method to get to it.

The clip reached Coca-Cola in Kazakhstan, which decided to turn the incident into an unusual opportunity. On the company's official account, a message appeared addressed to the three teenagers: "You needed Coca-Cola. Now Coca-Cola needs you."

The branded merchandise the friends received

The company began searching for the stars of the video, and at the same time internet users joined the effort to locate them. According to the Kazakh news site Digital Business, the company responded to the growing interest in the search and expressed hope they would be found quickly.

According to the Kazakh news sites BES.media and Tamera, each of the three teenagers received a crate of Coke and a T-shirt printed with an illustration inspired by the viral video. Company representatives met them at the location where the incident took place.