Coca-Cola is taking the 'millennial narcissism' culture to the next level with a new gadget that lets consumers snap selfies while sipping its soda.
The firm has unveiled a custom designed 'selfie bottle' complete with a built-in camera at the base.
It uses sensors to take pictures when the bottle is tilted past a 70-degree angle capturing you mid-drink.
All the images captured by the gadget, created for the firm's latest ad campaign, are automatically shared to Coca-Cola's Facebook, Instagram and Snapchat.
Coca-Cola Israel is the mastermind behind this 'game-changing' product, which was inspired by a gap in the market for novelty drinks, reports Business Insider.
The beverage giant then turned to Israel-based Gefen Team to help make this device a reality.
'Users tag themselves and their friends in photos on Coca-Cola's social media assets,' Gefen Team said in a statement.
'It really does the trick and makes the partygoers more present and active during the event, knowing they can share their special moments just by drinking.'
The selfie bottle was created for the Coca-Cola Summer Love, which is the largest brand outdoor event in Israel.
Every picture snapped with the gadget during the festival is posted to Coca-Cola's Snapchat, Instagram and Facebook pages allowing individuals to capture moments while still enjoying the sugary beverage.
在活动中用自拍瓶抓拍到的每一张照片都会上传到可口可乐的Snapchat, Instagram 和Facebook主页上，记录每一位用户畅饮可乐时的快乐瞬间。
It has not yet been made clear if this device was just a promotional piece for the event or if it will make its way to the masses.
DailyMail.com has contacted Gefen Team for comment and has yet to receive a response.
Although many believe snapping selfies is a way to boost your ego or feed your narcissistic needs, a recent study from the University of California found it may be enhancing people's overall well-being.
Researchers found that regularly snapping selfies and sharing the images with friends boosts people's mood and ultimately makes them happier.
The findings suggest that taking one selfie a day will improve your confidence and make you more comfortable with yourself.
Researchers asked a group of college students record their moods, take photos and report their emotional state over the course of four weeks.
The project involved three types of photos to help the researchers determine how smiling, reflecting and giving to others might impact users' moods.
The first was a selfie, to be taken daily while smiling, then a snap of something that made them happy and the third was a picture of something the photographer believed would bring happiness to another person (which was sent to that person).
The team collected close to 2,900 mood measurements during their study and found that subjects in all three of the photo groups experience increased positive moods.
Some in the selfie group reported being more confident and comfortable with their smiling photos over time.
The students taking photos of objects that made them happy became more reflective and appreciative.
And those who took photos to make others happy became calmer and said that the connection to their friends and family helped relieve stress.