Coke converts used bottles into pencil sharpeners and water squirters in Ogilvy-created recycling campaign

Coke recycling campaignOgilvy has unveiled an awards-oriented campaign for Coke in which used bottles are transformed into tools such as paintbrushes, water squirters, pencil sharpeners and dumbbells.

According to a case study video from Ogilvy China, with every bottle of Coke sold, a customer is given a specially crafted bottle top back so that it can be reused in other ways. In the video, a man is seen using two bottles joined together as a weight lifting device.

The campaign is being pitched as part of Coke’s global sustainability programme to encourage recycling. However, the company does not say what the net environmental impact of giving away additional bits of plastic might be. The ‘2nd lives’ campaign was trialled Vietnam in March, when 40,000 redesigned bottle tops were given away.

“Coke. Now with more lives” reads the end line of the case study video.

The campaign is to be rolled out in Thailand and Indonesia before going region-wide, according to a press release.

It comes a few weeks after Coke launched a campaign in Bangladesh to encourage recycling with a machine that dispenses credits for an arcade game in exchange for bottle tops.

And it emerges just over a year after Coke attempted to block a recycling scheme in Australia, much to the consternation of green groups.

Coke’s ASEAN director of integrated marketing communications, Leonardo O’Grady, said in today’s release: “We are always looking for better solutions to reduce the use of plastic and increase recycling around the world. The variety of our ‘2nd Lives’ caps shows that there are many creative ways to re-use plastic simply and practically, and also supports our global sustainability program.

“We have created fun tools with Coke bottle tops, bringing small moments of happiness into people’s lives. We hope to make a positive impact and empower people to lead happier lives,” he said.

The lead creative behind the campaign, Ogilvy & Mather Beijing ECD  Juggi Ramakrishnan, added: “The idea has universal appeal and can therefore be replicated in other markets, beyond Asia. These unique bottle caps are changing consumers’ behavior and mindsets with an incredibly simple, yet clever, idea. It’s not about high tech capabilities, just creative thinking.”


  • Creative Agency:
  • Ogilvy Beijing.
  • Product Design
  • Maxx-Marketing.
  • Creative Directors:
  • Graham Fink, Juggi Ramakrishnan, Wilson Chow, Jiankai Lu
  • Copywriters:
  • Juggi Ramakrishnan
  • Art Directors:
  • Chenghao Xie, Morris Ku, Yongqiang Hu, Gan He
  • Photographer:
  • Xiaohang Liu
  • Camera Operator:
  • Morris Ku
  • Video Editor:
  • Morris Ku
  • Producer:
  • Jeff Wong, Lin Ma, Tony Liang, Zefeng Xu (Mili Films).
  • Designer:
  • Chenghao Xie, Soonguan Poh
  • Product Production Coordinator:
  • Tracy Wu
  • Product Design and Production:
  • Andrew Kwan and Eric Cheng (Maxx Marketing Inc.)
  • Film Producer:
  • Gordon Westman (Fatman Films).
  • Film Director:
  • Andrew Piggott (Fatman films); Andrew Steven Thomas Gregg (Mili Films)
  • Film Production Manager:
  • Whiwei Hsiao (Mili Films)
  • Account Servicing:
  • Martin Murphy, Uma Wang, Cory Turner, Ellen Soh, Andrea Tan, Iris Zhou
  • Client Contact:
  • Leonardo O’Grady.

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing