Coca Cola Encourages 2nd Lives in Asia
Coca-Cola has launched “2nd Lives”, a new activation campaign encouraging the re-use of Coca Cola bottles as part of the company’s global sustainability program. The campaign, started in Vietnam, features 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.”
The “2nd Lives” project 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.”
The 2nd Lives campaign was developed at Ogilvy China, Beijing, by creative Directors Graham Fink, Wilson Chow, Jiankai Lu, creative director/copywriter Juggi Ramakrishnan, art director/designer Chenghao Xie, art directors Morris Ku, Yongqiang Hu, Gan He, designer Soonguan Poh, producers Jeff Wong, Lin Ma, Tony Liang, Zefeng Xu, account team Martin Murphy, Uma Wang, Cory Turner, Ellen Soh, Andrea Tan, Iris Zhou
Productions were designed at Maxx-Marketing by production coordinator Tracy Wu, designers/ producers Andrew Kwan and Eric Cheng
Filming was shot by directors Andrew Piggott, Andrew Steven, Thomas Gregg via Fatman Films, Ho Chi Minh City, with producer Gordon Westman, camera operator/editor Morris Ku, production manager Whiwei Hsiao, and photographer Xiaohang Liu.