coca-cola campaign gives old bottles '2nd lives' with 16 functional caps
coca-cola campaign gives old bottles '2nd lives' with 16 functional caps
jun 03, 2014

coca-cola campaign gives old bottles '2nd lives' with 16 functional caps

coca-cola campaign by ogilvy & mather gives bottles ‘2nd lives’ with 16 innovative caps
all images courtesy ogilvy & mather china




as part of its global sustainability program, coca-cola has launched ‘2ndlives’, a line of 16 innovative caps which can be screwed onto bottles after consumption, transforming them into useful objects, such as paintbrushes, waterguns and pencil sharpeners. to encourage consumers to reuse and recycle plastic, the beverage company teamed up with advertising agency ogilvy & mather china for the campaign, in which 40,000 free bottle caps will be distributed throughout thailand and indonesia with soda purchases.



video courtesy coca-cola

coca-cola campaign by ogilvy & mather gives bottles '2nd lives' with 16 innovative caps

coca-cola will distribute 40,000 bottle caps in vietnam and thailand to encourage its buyers to reuse plastic bottles

coca-cola campaign by ogilvy & mather gives bottles '2nd lives' with 16 innovative caps

(left) bubble maker cap
(right) water bottle dumbbell connector cap

coca-cola campaign by ogilvy & mather gives bottles '2nd lives' with 16 innovative caps

(left) pencil sharpener cap
(right) whistle cap

  • This is so clever. I’d pay for some of these caps. However, we are very fortunate to have fantastic recycling schemes so bottles like this don’t go to waste. Keep it up!

    Hudson says:
  • Thanks for streamline what people have been using plastic bottles for since the dawn of bottle, and they even come in red!

    Kyle says:
  • Thanks for streamlining what people have been using plastic bottles for since the dawn of bottle, and they even come in red!

    Kyle says:
  • I like the pencil sharpener, its brilliant!

    Jacobus Kai says:
  • Sell these in grocery stores in the USA. Everyone I know would buy these!

    Neil says:
  • it is ironic that if you go to coca-cola’s website, and do a search to/change countries, under the Asia-Pacific category, Vietnam is not offered as an option…

    gkrassas says:
  • great concepts, especially for developing countries
    Just not as a condiment/sauce container- plastic #1 starts leeching chemicals after prolonged reuse

    Cor says:
  • nice ideas, reminds me a bit of the project walking chair did with vöslauer. i am stll not sure if producing more plastic products connectable to old ones will do much better. but i also like the red!

    bert says:
  • All of them are great and useful, except the whistle.

    Daniel says:
  • don’t you think there is gonna be even more plastic needed to make those? is anywhere said that this is reproduced plastic?

    takoda says:
  • except producing those caps seems like it takes way more plastic than a simple coke bottle…

    liam says:
  • Yes, yes, yes! I know plastic bottles are bad, but if you have them, you might as well make good use of them.

    Gina says:
  • Agree this is a nice thing; though, do we really think that this will avoid plastic bottles to be thrown away? Looking at the vast number of PET bottles that are sold, only a very tiny number will be used with these toys (or in other ways). And finally, they will still be thrown away.
    Plastic is a huge waste issue, and we need more thorough solutions to avoid the disaster to get larger and larger. What do you think?

    Tim says:
  • It really is a lovely campaign, though not recycling those bottles would be more cost effective and sustainable than to manufacture those individual caps to fit with used bottles..

    Jung says:
  • This is outrageous!

    Coca-Cola must simply be forced to collect and recycle at least 90% of the plastic bottles it produces, and the problem will be solved!

    It’s only 20 years since the plastic bottles were introduced, and everywhere we see plastic bottles thrown around. What will happen in the next 20 years?

    It almost makes me think that they are even taking advantage of garbage thrown around.
    Millions of plastic bottles constantly remind people about Coca-Cola. Small, free ads, anytime, anywhere.

    Just like in the video, you look down the stream, rain drops on water flowing, wind brings in front of your eyes an empty bottle of Coca Cola, reminds you to buy a bottle for dinner when going back home.


    CIRPANLI says:
  • This is one of the ways to get young gullible kids to develop a familiarity with the product, which is a smart thing, if you don’t have a heart.

    The problem with Coca Cola is that its priced so high, that it can even pay for its consumers to have daily insulin shots and still make loads of money. A world without Coca Cola will be far better for the human race. Its indisputable.

    Pras says:
  • I think they missed a trick here – who in developing countries really wants a whistle, or a pencil sharpener? Surely perhaps a screw in water filtration system, or light that illuminates the bottle where there are no street lights/power etc. Just a bit of a useless gimmick to make the waste they produce seem less problematic when they could put the money into producing bio-degradable plastics, or installing recycling programs…

    sam says:
  • this is not a solution, stop talking about “recycling”, the first step of the 3 Rs is REDUCE, not producing even more plastic object to pretend they’re eco-sustainable. that is just naive.

    aalis says:
  • We can only hope these can and will be made from old Cokecaps. It will not reduce the sale of plastic bottles in these countries. Though, in the western market, if recycled, I see great opportunities.

    751 Re-Design says:
  • not so sure… it may happen that someone clueless drink soap bubbles.

    alexandra says:
  • yeah great, lets produce even more plastic stuff wrapped in plastic to use with plastic bottles.

    what if i have all 16? will i stop drinking cola then? or buy like 5 whistles and 5 bubble makers?

    only thing that will happen is that there are plastic bottles with these caps swimming on the lake, nothing else.

    better teach them how to solve the waste problem, not produce even more.

    Dirk says:
  • you forgot the one to jerk me off

    Smeagol says:
  • Yes a fun way to cross-sell trinkets useless to poor nations plagued by garbage. I agree with Pras encouragement of smart functionalism. Though how much manufacturing saturation of the environment can the Earth tolerate? I for one do not agree with the idea that we treat objects like garbage and simply toss them away out of sight. Coca-cola is certainly trying to encourage reusing their coke bottles by inserting more material into the market. However, by adding trinkets to the market does not reduce the amount of coke bottles produced nor will it replace the production of actual pencil sharpeners and bubble makers (not to mention that a dumbbell is merely dead weight and can be created anywhere with a little creativity).

    Luke says:
  • more plastic / more trash / more free advert for cocacola / more red stuff in our daily life (home)

    = Less Freedom

    paulett says:
  • Firstly, what a great concept. Some will argue that more plastic is being manufactured to make it possible, and this is true… but with the concept of adding a longer lifespan to what would otherwise become trash, or at best, recycling, both of which take energy to process, this seems a good compromise and in turn might reduce the need for other plastics to be manufactured.

    Ogilvy and Mather should be congratulated on their innovative approach to a contribution to an ecological issue.

    @thegooddesignco says:
  • I have been interesting this item since early 2014.
    I would like to share and support this item with Central American, especially Guatemalan.

    How I can get the item?

    Please, help me to help others~~

    with great love.

    Pablo Bae says:

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