Matthew Miller
May 28, 2014

Coke gives bottles second lives with cap gadgets

SOUTHEAST ASIA - Empty Coke bottles become useful or playful implements such as a pencil sharpener, spray bottle, paintbrush or soap-bubble toy in a new Coca-Cola campaign.

The ‘2nd Lives’ campaign, by Ogilvy & Mather Beijing, includes 16 caps that the brand gives out with a purchase. Coke piloted the effort in Ho Chi Minh City in March and expects to give away 40,000 bottle caps throughout the country this year. Thailand and Indonesia are slated to join the fun later. 

“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 of integrated marketing communications.

The campaign supports the brand's global sustainability program and brings "small moments of happiness into people's lives", he added.

The idea can be replicated in other markets and shows that changing consumer behaviour does not have to be about high-tech solutions, said Juggi Ramakrishnan, executive creative director of Ogilvy & Mather Beijing.


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



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