Coca-Cola and Ogilvy & Mather China transform bottles into fun objects giving them a second life
Coca-Cola has partnered with Ogilvy & Mather China to launch a new activation 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.
‘2nd Lives’ 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 and 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.
“We have created fun tools with Coke bottle tops, bringing small moments of happiness into people’s lives. We hope to make a positive impact and empower people to lead happier lives.”
‘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.”
Credits – Creative Directors: Graham Fink, Juggi Ramakrishnan, Wilson Chow, Jiankai Lu. Copywriter: Juggi Ramakrishnan. Art Directors: Chenghao Xie, Morris Ku, Yongqiang Hu, Gan He. Photographer: Xiaohang Liu. Camera Operator: Morris Ku. Video Editor: Morris Ku. Producer: Jeff Wong, Lin Ma, Tony Liang, Zefeng Xu (Mili Films). Designer: Chenghao Xie, Soonguan Poh. Product Production Coordinator: Tracy Wu. Product Design and Production: Andrew Kwan and Eric Cheng (Maxx Marketing Inc.) Film Producer: Gordon Westman (Fatman Films). Film Directors: Andrew Piggott (Fatman films); Andrew Steven Thomas Gregg (Mili Films) Film Production Manager: Whiwei Hsiao (Mili Films) Account Servicing: Martin Murphy, Uma Wang, Cory Turner, Ellen Soh, Andrea Tan, Iris Zhou. Product Design Maxx-Marketing.
6 Comments
Again Coke battles itself in campaigns that only show up this time of year.
I’m sure this will win big.
Does it deserve it? Who fucking cares.
I think it was pepsi who first kicked off this idea with their home light made from an empty pepsi bottle…..these chaps have just extended it…some weird uses shown…i had to lol at the one where the man uses two plastic bottles screwed together as a dumbell. Really?
All these bottles with the Coke labels still on them, are basically accidents waiting to happen. Some kid will be picking up the “ink” bottles to drink. If this is real after all.
Everyone in HCMC asking where to get this. No one living here has seen it in any shop anywhere. And people talking the free caps cost more than Coke.
Did it first and best. There was a real benefit in the use of hte bottles.
This is an attempt to ride on the back of their idea in the hopes of winning awards.
Lovely idea guys. This deserves as wide an audience as possible and to be rolled out in other countries.