Coca-Cola 2nd Lives

Global super brand Coca-Cola has recently joined forces with advertising agency Ogilvy & Mather in China and launched 2nd Lives as a campaign to form part of their global sustainability programme.

All of the 16 components represent brilliant creativity to use, re-use, and extend the life of the iconic plastic bottle that is often otherwise discarded.

Yes, some people do re-use them occasionally (I remember trying to fashion my own version of a Super Soaker out of one when I was younger, never with the success of the add-on they’ve come up with now though!), but largely the bottles are thrown away or recycled where possible.

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I especially like the transformation into a felt tip marker and a pencil sharpener, who doesn’t love cool stationery?

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The product roll out seems to be constrained only to Asia, but I’m hoping if it is a success we may see it in Europe before long.

Given that there are 1.7 billion servings of Coca-Cola sold everyday the company does have at least a moral obligation to consider the materials and the full life cycle of their product package.  In 2009 they launched the PlantBottle made from 30% renewable materials as step towards the Cradle to Cradle approach, and by 2020 all of Coca-Cola’s PET bottles will be replaced by the PlantBottle.


8 Responses to “Coca-Cola 2nd Lives”

  1. 1 Heather Lynn June 25, 2014 at 8:35 pm

    Very creative! I’m a fan. Question, anyone know why they are rolling it out in Asia first? Do they think it will be better received there than maybe here in the states or Europe?
    The felt tip pen was my favorite, too!

  2. 4 Henrietta Handy June 26, 2014 at 3:21 pm

    This was so cool! When is this coming to America?

  3. 6 Henrietta Handy June 26, 2014 at 3:21 pm

    Reblogged this on Kentucky Mountain Girl News and commented:
    KMGN: This is amazing! Where can we get such wonderful addicitions here in America?

  4. 8 Salvatore Neglia July 11, 2014 at 9:20 am

    amazing what you can do with a bit of imagination

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