During our research we uncovered a disturbing truth. Coca-Cola is seen by many as the largest creator of packaging waste in the world. We set out to find ways to strengthen the brand by turning a negative perception into a positive brand experience. The Second Life Packaging Platform inspired a stream of ideas that created alternative uses for old plastic bottles, getting people to think outside of the box about what is disposable and what could, in fact, have some sort of second life waiting within it.
The idea started with a cap for blowing bubbles giving Coca-Cola’s brand promise of ‘Open Happiness’ new meaning. Vietnam sponsored the launch of an expanded range of 16 iconic red, screw-on caps that transformed used beverage bottles into a lamp, a paintbrush, a spray bottle, a pencil sharpener, a soap dispenser, and many other usable objects that are creative, fun and usable.