Jun
10
2014

Drink Coke – and restock your tool shed

Drink Coke - and restock your tool shed

Drink Coke – and restock your tool shed

Is that kid playing with a discarded coke bottle? No!! That’s a bloody water gun. What’s that kid thinking shoving that poor pencil through a Coke bottle’s cap??  Oh wait! He’s actually sharpening it!! What is that awful noise?? That’s a mom pacifying her kid with a rattle made out of coke bottle. Coca-Cola, like Dhoni with his Helicopter Shot, has really knocked the ball out of the park with this one. The campaign simply and aptly called “2nd Lives”, gives excellent ways to reuse plastic Coke bottles by giving them a second life. This green movement of sorts was cooked up those brilliant minds at Ogilvy & Mather China along with Coca-Cola with one objective – encourage people to recycle. Kickstarting the campaign in Vietnam was the obvious choice for the soft drink company, as Vietnam has long struggled with plastic with reports saying it spends huge amounts of money in recycling plastic waste.  To make recycling fun, 40,000 modified bottle caps, which transform Coke empties into 16 different tools, will be in distribution. And it’s all for free!!! Coca-Cola also plans to launch the campaign to Thailand and Indonesia. It could also easily be launched in other countries around the world. Brand campaigns that encourage the reuse of packaging aren’t new, of course. In 2011, Pringles launched a “Crunch Band” app encouraging people to turn their chip cans into music amps. And this past Halloween, Domino’s helped people make jack-o’-lanterns out of pizza boxes. But these sort of campaigns are completely unheard of in Asia where people anyway use the empties in different innovative ways. What Ogilvy and Coke claim to have done with this campaign is simply hacking the habits of the people. What are the 16 different tools? Here’s a list of a few of them

  1.         Whistle
  2.         Pencil Sharpener
  3.         Squirt Gun
  4.         Shampoo Dispenser
  5.         Ketchup Dispenser
  6.         Dumb Bells (To work out the calories you gained by chugging the two bottles that’s required to make this)
  7.         Rattler
  8.         Paintbrush
  9.         Bubble-blower
  10.         Squirter for watering plants
  11.         Night light
Coke bottle caps into 16 tools

Coke bottle caps into 16 tools

Coke bottle dumb bells

Coke bottle dumb bells

What do you think is this tool?

What do you think is this tool?

It’s such a simple idea for recycling! Wonder why no one ever thought about it before?!  

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