Coca-Cola ‘2nd Lives’ campaign

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Coca-Cola always has a unique way of showcasing the brand image using experiences that seem so obvious yet unthought of. This campaign by Ogilvy & Mather follows this pattern well. 

In an effort to promote recycling in the country of Vietnam, 40,000 free caps will be given away when someone purchases the iconic soda drink. In a playful way these caps will transform the average Coca-Cola bottle into items like whistles, paint brushes, bubble makers and even a lamp. The program also will be rolled out across Asia later this year. 

The overall campaign video showcases everyday moments well, with a very generous amount of appearances by the brand. I do wonder if the caps are also made of recycled materials as that part of the story didn’t get translated very well.  In terms of execution, this one gets a solid 10. Be sure to check out the video below.


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