One of these platforms addressed one of their most significant pain points. Coca-Cola is seen by many as the largest creator of packaging waste in the world. We set out to strengthen the brand by turning a negative perception into a positive brand experience designed to raise awareness on this growing issue in Southeast Asia. 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 might have a second life waiting within it.
The idea started on an Innovation Safari
to the world's largest packaging collection where we found a vintage bubble blower. The thinking was simple – if we could make a cap for blowing bubbles and give Coca-Cola's brand promise of 'Open Happiness' a second meaning – what else could we make that would give used bottles a second life? Vietnam sponsored the launch of an expanded range of 16 iconic red screw-on caps. Each cap transformed used beverage bottles into a lamp, a paintbrush, a spray bottle, a pencil sharpener, a soap dispenser, and many other useful objects.