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

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

(left) pencil sharpener cap
(right) whistle cap