Published on the Packaging World Web site
| June 6, 2014
Coke launches 'second life' campaign
A clever campaign aimed at tackling plastic waste in Vietnam is taking off and will soon expand across Asia.
Coca-Cola is promoting a new way to give a “second life” to its containers by offering a set of interchangeable caps that turn bottles into, among other things, a pencil sharpener, a paintbrush, a glue dispenser, or a squirt gun.
Assisting is Ogilvy & Mathers ad agency. The campaign begins in Vietnam with a free giveaway of 40,000 caps in 16 varieties, and then the campaign will roll out across Asia. The campaign video says it all.
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