Outdoor ad: Coca-Cola: 2nd Lives

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Top 6: June 11th 2014

Coca-Cola has partnered with Ogilvy & Mather China to launch a new activation campaign, as part of its global sustainability program. '2nd Lives', which has been rolled out first in Vietnam with select Asian markets to follow, will upscale used Coca-Cola bottles to encourage consumers to re-use and recycle plastic. '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," said Leonardo O’Grady, ASEAN Director Integrated Marketing Communications, Coca-Cola. "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 program. “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.” ‘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.