Coca-Cola Introduces Innovative Bottle Caps with its “2nd Lives” Campaign

When it comes to recycling, there is a saying, “plastic is forever.” Though it does eventually breakdown (a process that takes around 500 years), the petroleum-based material decomposes at a much slower rate than other waste.

Coca-Cola, the producer of much plastic, doesn’t see this as a bad thing. The company’s “2nd Lives” campaign which asks, “What if empty coke bottles were never thrown away?” plays off the durability of its bottles. The campaign introduces 16 innovative tops that breathe new life into the containers, transforming them into squirt guns, paint brushes, pencil sharpeners, bubble makers, soap dispensers, baby rattles and more.



Though it’s unclear if these new tops are made from recycled plastic, the campaign positions Coke as environmentally conscious – an idea that consumers are reminded of when they wash their hands, play with their children and sharpen a pencil. As sustainability becomes an increasingly important issue for buyers, more and more companies are seeing the value in creating products that have secondary functions.

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With over 40,000 caps being given away in Vietnam, Coke is looking to expand the “2nd Lives” campaign across Asia. Forever isn’t such a bad thing after all.


Story via Adweek.