Coca Cola has started a great new campaign that is aimed at bringing awareness to common folks about recycling. The campaign has been created in collaboration with Ogilvy and Mather China. The idea is to launch 16 innovative caps, which can be screwed on to the Coca Cola bottle and transform them into something useful.
The campaign is named ‘2nd Lives’ and focuses on imparting practicability to Coca Cola bottles so that instead of throwing them away, consumers make them a part of their lives by using these caps, which will transform the bottle into different things; water gun, paintbrushes, whistles, pencil sharpeners and what not.
The target audience is the consumers in Vietnam who are being encouraged to recycle. Coke will be giving about 40,000 of these smartly designed caps to start off the campaign. The campaign questions; ‘What if empty Coke bottles were never thrown away?’