COKE 2ND LIFE CAPS

Short List
TitleCOKE 2ND LIFE CAPS
BrandCOCA-COLA
Product / ServiceCOKE 2ND LIFE FREE BOTTLE CAPS
CategoryA03. Use of Merchandising/In-Store Marketing
EntrantOGILVY BEIJING, CHINA
Entrant Company OGILVY BEIJING, CHINA
Advertising Agency OGILVY BEIJING, CHINA
Production Company FATMAN FILMS Ho Chi Minh City, VIETNAM

Credits

Name Company Position
Graham Fink Ogilvy Beijing Creative Director
Juggi Ramakrishnan Ogilvy Beijing Creative Director
Wilson Chow Ogilvy Beijing Creative Director
Jiankai Lu Ogilvy Beijing Creative Director
Juggi Ramakrishnan Ogilvy Beijing Copywriter
Chenghao Xie Ogilvy Beijing Art Director
Morris Ku Ogilvy Beijing Art Director
Yongqiang Hu Ogilvy Beijing Art Director
Gan He Ogilvy Beijing Art Director
Xiaohang Liu Ogilvy Beijing Photographer
Morris Ku Ogilvy Beijing Camera Operator
Morris Ku Ogilvy Beijing Video Editor
Jeff Wong Ogilvy Beijing Head Of Tv Production
Lin Ma Ogilvy Beijing Agency Producer
Tony Liang Ogilvy Beijing Agency Producer
Chenghao Xie Ogilvy Beijing Designer
Soonguan Poh Ogilvy Beijing Designer Director
Tracy Wu Ogilvy Beijing Production Coordinator
Andrew Kwan Maxx Marketing Inc. Production Director
Eric Cheng Maxx Marketing Inc. Production Manager

The Brief

As part of its global sustainability program, Coke is looking for more and better solutions to reduce the use of plastic and increase re-use and recycling in Asia.

Describe how the promotion developed from concept to implementation

Our solution was both practical and cost-effective and could be tailored for different Asian markets. Coke in different Asian markets would choose different caps from the mix of 16 total caps to give consumers, depending on local tastes and preferences.

Describe the success of the promotion with both client and consumer including some quantifiable results

In our test market study, the people that came across this activity were delighted at how this extended the life of a Coke bottle imaginatively. Amidst the fun, there was always a moment of pause where the sustainability message clicked with them. They were putting the Coke bottle to great use in its second life...and yet they were also preventing it from going right into a landfill.

Explain why the method of promotion was most relevant to the product or service

These new bottle caps will save a lot of bottles from ending up in landfills and ocean gyres, With used coke bottles transforming into bubble blowers, pencil sharpeners, paintbrushes, dumbbells and water squirters, our design solution also fits in with Coke’s brand platform of ‘Open Happiness”.