The ‘2nd Lives’ programme seeks to answer the simple question: What if empty plastic bottles were given second lives? With the help of advertising house Ogilvy & Mather China, Coca-Cola devised various ‘second life’ tools, including a paintbrush, pencil sharpener, bubble-blower, water gun, shampoo dispenser, children’s toy, spray bottle, night-light, sauce dispenser and more.
The programme was first piloted in Vietnam in March and will be rolled out to Thailand and Indonesia later this year.
“The idea has universal appeal and can therefore be replicated in other markets, beyond Asia,” said Juggi Ramakrishnan, an executive creative director at Ogilvy & Mather, in a press release. “These unique bottle caps are changing consumers’ behaviour and mindsets with an incredibly simple, yet clever, idea. It’s not about high tech capabilities, just creative thinking.”
Source: Yahoo!
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