NEW DELHI: Coca-Cola has launched a new activation campaign as part of its global sustainability programne aimed at upscaling used Coca-Cola bottles to encourage consumers to re-use and recycle plastic.

‘2nd Lives’ is a project being done with Ogilvy & Mather China and has been rolled out first in Vietnam with select Asian markets to follow.

‘2nd Lives’ includes a line of 16 innovative caps which can be screwed onto bottles after consumption, transforming them into fun and useful objects, such as a paintbrush, water squirter and pencil sharpener, among others. The bottle caps are gifted 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. 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 programme. We have created fun tools with Coke bottle tops, bringing small moments of happiness into people’s lives. We hope to make a positive impact and empower people to lead happier lives,” said Coca-Cola ASEAN director integrated marketing communications Leonardo O’Grady.

‘2nd Lives’ was piloted in Ho Chi Minh City, Vietnam in March, with an expected 40,000 bottle caps to be gifted throughout the country this year. The campaign is set to launch in Thailand and Indonesia at a later date.

“The idea has universal appeal and can therefore be replicated in other markets, beyond Asia. 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,” said Ogilvy & Mather Beijing executive creative director Juggi Ramakrishnan.