What if you could turn a used soda bottle into a paint brush, pencil sharpener or water squirter?

You can.  In Vietnam.  Thanks to Coca-Cola.

The soda giant has launched a simple, yet brilliant marketing promotion that combines environmentalism with brand building.

Coca-Cola 2nd Lives marketing program in Vietnam. Photo: Ogilvy & Mather China.

Coke is giving away a series of 16 special caps that screw onto used soda bottles and transform them into fun and useful objects. Consumers get the caps for free upon product purchase.

The program is called 2nd Lives, and is part of Coke’s sustainability efforts. Continue reading →