{"id":615,"date":"2014-06-06T01:42:37","date_gmt":"2014-06-06T01:42:37","guid":{"rendered":"https:\/\/imagemme.com\/newsite\/?p=615"},"modified":"2016-11-16T03:33:50","modified_gmt":"2016-11-16T03:33:50","slug":"coca-colas-2nd-lives-initiative-undercooked-branding-at-its-best","status":"publish","type":"post","link":"https:\/\/imagemme.com\/newsite\/coca-colas-2nd-lives-initiative-undercooked-branding-at-its-best\/","title":{"rendered":"Coca Cola\u2019s \u201c2nd Lives\u201d Initiative \u2013 (Undercooked?) Branding at its Best"},"content":{"rendered":"

There\u2019s been a decent amount of design and branding buzz since Coca Cola rolled out its \u201c2nd<\/sup> Lives\u201d campaign, which claims to bring a host of fun new uses to a bottle of coke after it\u2019s been chugged down.\u00a0 Launched first in Vietnam, the campaign distributes kits \u2013 40,000 to start out with, each containing 16 inserts to turn plastic bottles into soap dispensers, squirt guns, bubble makers, and more \u2013 in an effort to encourage consumers to recycle.\u00a0 And, of course, to saturate the home and office with as many Coke logos as possible.<\/p>\n

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\u201cWhat if empty Coke bottles were never thrown away?\u201d the elegant, warm video begins.\u00a0 And while it posits a wide variety of useful, memory-making, community-building applications for this new afterlife of the Cola container, the real question, I suppose, is whether the campaign will functionally reduce net plastic waste.\u00a0 There\u2019s certainly no anticipation of a dip in Cola demand, so bottles will be produced regardless, making \u201c2nd<\/sup>Lives\u201d bank on consumer adoption as a cost-cutter or novelty to fulfill its promise.\u00a0 And while some functions seem more than a little impractical (oversized markers for a child\u2019s hands?\u00a0 how heavy is a free-weight filled with water?) a few may have some functional heft \u2013 spray bottles, soap dispensers, and detergent containers come to mind.<\/p>\n

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AdWeek<\/a> also raised a simple, highly pertinent question: is it the best idea to reduce plastic waste by generating lots of plastic inserts \u2013 even if they\u2019re from recycled plastics?\u00a0 Probably not.\u00a0 Though my guess is most people won\u2019t ask these questions, and will probably just get swept up in the novelty, and oddly alluring, minimal design of these inserts \u2013 like I was.\u00a0 More or less, this is branding at its best.<\/p>\n

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There\u2019s been a decent amount of design and branding buzz since Coca Cola rolled out its \u201c2nd Lives\u201d campaign, which claims to bring a host of fun new uses to…<\/p>\n","protected":false},"author":2,"featured_media":618,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[40,38],"tags":[],"class_list":["post-615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-marketing"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/coca-cola-2nd-life-.jpg",500,400,false],"thumbnail":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/coca-cola-2nd-life--150x150.jpg",150,150,true],"medium":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/coca-cola-2nd-life--300x240.jpg",300,240,true],"medium_large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/coca-cola-2nd-life-.jpg",500,400,false],"large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/coca-cola-2nd-life-.jpg",500,400,false],"1536x1536":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/coca-cola-2nd-life-.jpg",500,400,false],"2048x2048":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/coca-cola-2nd-life-.jpg",500,400,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":329,"uagb_excerpt":"There\u2019s been a decent amount of design and branding buzz since Coca Cola rolled out its \u201c2nd Lives\u201d campaign, which claims to bring a host of fun new uses to...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/615","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=615"}],"version-history":[{"count":1,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/615\/revisions"}],"predecessor-version":[{"id":625,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/615\/revisions\/625"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media\/618"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=615"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=615"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=615"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}