“As part of its global sustainability program, Coca-Cola has launched ‘2nd Lives’, a line of 16 innovative caps which can be screwed onto bottles after consumption, transforming them into fun and useful objects, such as a paintbrush, water squirter and pencil sharpener, among others, and encouraging consumers to reuse and recycle plastic”
This project is one great effort of Coca-cola to follow its global sustainability program. The idea of distributing innovative caps to encourage reuse of empty bottles is brilliant and also suitable with Vietnamese consumers’ behaviour.
However, there is one big QUESTION: Is it safe to associate the Coke’s bottle image with detergent, color or oil? If one uses Coke’s bottle for cleaning products, imagine what association will he/she have the next time he/she sees a Coke.
Moreover, there is also a serious concern on the encouragement of containing non-drinkable, harmful solution inside a soda drink bottle. Mr. Michael Healy, an RMIT officer responds to this campaign: “This kind of thing is heavily discouraged where I’m from. There are ads on TV saying DO NOT use old soda bottles for cleaning products, due to the danger of children drinking from them.”
Maybe the innovative caps should be applied for toy products only. Let’s see the community response!