The Coca-Cola Co.’s new 49-foot-tall Coca-Cola Contour bottle will be revealed at Turner Field on July 16, the beverage giant said.

The new “21st Century” version of the previous bottle, which stood for 12 years, features a high-resolution, programmable LED screen that can produce millions of colors. The screen also serves as the iconic Coca-Cola label. The outside of the bottle is made of a polycarbonate high-impact material and traced in 3,000 tri-colored LEDs.

Coca-Cola and Atlanta Braves executives, including Hank Aaron, will headline a special ceremony at home plate before the start of the Braves July 16 game against the New York Mets. During the game, Coca-Cola and the Braves will distribute genuine pieces of memorabilia from the original Coca-Cola Sky Field bottle to a number of lucky Braves fans.

On July 17 and 18, Coca-Cola (NYSE: KO) also will sponsor “Recycling Nights.” And on July 18, there will be a concert by All American Rejects after the Braves game.