Coca-Cola has partnered with Ogilvy & Mather China to transform used coke bottles into helpful tools such as paintbrush, water squirter and pencil sharpener.
The environmental awareness campaign, which includes a line of 16 re-designed bottles caps which can be screwed onto bottles after consumption, aims to encourage consumers to re-use and recycle plastic.
The bottle caps are gifted to customers upon purchase of a Coke bottle.
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This is launched as part of its global sustainability program ‘2nd Lives’, which has been first introduced in Vietnam in March. The campaign is set to launch in Thailand, Indonesia and across China at a later date.
Leonardo O’Grady, director of ASEAN integrated marketing communications at Coca-Cola, said: “We are always looking for better solutions to reduce the use of plastic and increase recycling around the world.”
By bringing small moments of happiness into people’s lives, O’Grady said the brand hopes to make a positive impact and empower people to lead happier lives.
“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.
Juggi Ramakrishnan, executive creative director, Ogilvy & Mather Beijing, added:“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.”
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