Coca-Cola has launched a new campaign in Asia called 2nd Lives, which aims to encourage people to re-use plastic bottles.
Teaming up with advertising agency Ogilvy & Mather China, the beverage company created a line of 16 bottle caps that can be screwed on to Coke bottles when they’re empty, Adweek reports.
The innovative objects include water guns, whistles, paint brushes, bubble makers, pencil sharpeners, lotion or shampoo dispenser, children’s toy, squirter for watering plants, night light, and ketchup or sauce dispenser, among others.
You can even make a dumbbell, if you have two empty Coke bottles.
(Image via YouTube)
To get the global sustainability program started, Coca-Cola will be handing out 40,000 caps across Vietnam with the purchase of a bottle. The initiative will then spread across Asia over the next few months.
According to PSFK, Juggi Ramakrishnan, executive creative director at Ogilvy & Mather Beijing, says the campaign would be popular and easy to present in other countries too:
The idea has universal appeal and can therefore be replicated in other markets, beyond Asia. 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.
Find out more by watching the video below: