VIETNAM – Coca-Cola bottles are now being repurposed into all sorts of useful things in a campaign for the beverage brand by Ogiilvy & Mather China.
As part of Coca-Cola’s ‘2nd Lives’ campaign, the agency designed 16 bottle caps that turn the empty soda bottles into useful or fun items such as toiletries dispensers, condiment containers, paint pens, weights, and, perhaps most true to the brand’s “happiness” theme, a bubble blower.
The bottles are given 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.”
The campaign was first launched in Vietnam, where 40,000 caps are expected to be given away throughout the year. The campaign is set to roll out 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 Advertising 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.”
Credits:
Creative Agency: Ogilvy Beijing
Product Design: Maxx-Marketing
Creative Directors: Graham Fink, Juggi Ramakrishnan, Wilson Chow, Jiankai Lu
Copywriter: Juggi Ramakrishnan
Art Directors: Chenghao Xie, Morris Ku, Yongqiang Hu, Gan He
Photographer: Xiaohang Liu
Camera Operator: Morris Ku
Video Editor: Morris Ku
Producers: Jeff Wong, Lin Ma, Tony Liang, Zefeng Xu (Mili Films).
Designers: 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 Directors: 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
Client Contact: Leonardo O’Grady
