Coca-Cola has partnered with Ogilvy & Mather China to launch a new retail campaign, as part of its global sustainability program. ‘2nd Lives’, which has been rolled out first in Vietnam with select Asian markets to follow, will upscale used Coca-Cola bottles to encourage consumers to re-use and recycle plastic. It includes a line of 16 innovative caps which can be screwed onto bottles after consumption, transforming them into fun and useful objects, such as a paintbrush, water squirter a
nd pencil sharpener, among others. The bottle caps are gifted to customers upon purchase of a Coke bottle. “We are always looking for better solutions to reduce the use of plastic and increase recycling around the world,” said Leonardo O’Grady, ASEAN director integrated marketing communications, Coca-Cola.
“The variety of our ‘2nd Lives’ caps shows that there are many creative ways to re-use plastic simply and practically, and also supports our global sustainability program.” ‘2nd Lives’ was piloted in Ho Chi Minh City, Vietnam in March, with an expected 40,000 bottle caps to be gifted throughout the country this year. The campaign is set to launch in Thailand and Indonesia at a later date. “The idea has universal appeal and can therefore be replicated in other markets, beyond Asia,” said Juggi Ramakrishnan, executive creative director, Ogilvy & Mather Beijing. “These unique bottle caps are changing consumers’ behavior and mindsets with an incredibly simple, yet clever, idea. It’s not about high tech capabilities, just creative thinking.”
