Coca-Cola is more than just a brand, because it fills its bottles and cans not only with drink, but also with emotions. That's why she managed to create a very special chemistry with consumers and get into the intimacy of almost every household. But now it has gone one step further and through its sustainability program launched 16 innovative caps that give bottles a 'second life'.
Coca-Cola sells more than a billion and a half drinks worldwide every day, and a large part of it ends up in bottles. Have you ever wondered what the life of these bottles looks like when there is no more Coca-Cola in them? The fact is that as many as eight out of ten bottles end up in landfills and only a handful are lucky enough to go to ecological heaven (read recycling). Even more saddening than that is the fact that many of them hang out on riverbanks, seashores, at the bottom of seas and rivers, meadows, forests and streets.
But Coca-Cola is together with the agency Ogilvy & Mather China breathed a new soul into empty bottles with special stoppers, knocking on the conscience of reuse in a fun and practical way. The 'Second Life' project (2ndLives), among other things, puts the bottle in the role of a water gun, a container for liquid soap, a sharpener, a whistle, a device for making soap bubbles, a handle weight, a spray and a brush. With the corks, Coca-Cola also silenced many who accused it of a lack of social responsibility.
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