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How Coca-Cola is Breathing Life into Doomed Used Drink Bottles



Ogilvy China's '2nd Lives' campaign uses different bottle caps to transform bottles into fun and useful objects

How Coca-Cola is Breathing Life into Doomed Used Drink Bottles

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.”


Creative Agency: Ogilvy Beijing

Product Design Maxx-Marketing

Creative Directors: Graham Fink, Juggi Ramakrishnan, Wilson Chow, Jiankai Lu

Copywriters: 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 Director: 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

Client Contact: Leonardo O’Grady

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Categories: Carbonated Drinks, Soft Drinks, Tue, 27 May 2014 09:49:15 GMT