Coca-Cola gives second life to plastic

Coca-Cola has launched “2nd Lives”, a line of 16 unique bottle caps which can be screwed onto bottles after they’ve been used, transforming them into objects, such as a paintbrush, water squirter and pencil sharpener, among others.

The soft drink behemoth partnered with Ogilvy & Mather China with the aim of encouraging people to reuse and recycle more plastic.

As part of its global sustainability program, Coca-Cola imagines what it would be like if their empty bottles weren’t thrown away and instead they had a second life after the Coke was gone. The innovative caps they’ve created can be screwed onto the top of the bottles after consumption.

The creative bottle caps are being handed out to customers when they purchase a bottle of Coke. There are 40,000 being given away in Vietnam, before the program rolls out across Asia. Ogilvy & Mather worked with packaging designers Maxx-Marketing to develop the bottle caps and come up with different ideas for their use.

“The idea has universal appeal and can therefore be replicated in other markets, beyond Asia,” says Juggi Ramakrishnan, Executive Creative Director at Ogilvy & Mather Beijing.

“These unique bottle caps are changing consumers’ behaviour and mindsets with an incredibly simple, yet clever, idea. It’s not about high tech capabilities, just creative thinking.”

After the campaign in Vietnam, ’2nd Lives’ will spread to other locations including Thailand and Indonesia.

10 June 2014

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