Schimbându-le capacul, cei de la Ogilvy & Mather China au găsit alte 16 utilizări pentru sticlele goale de Coca – Cola :
„…the campaign features a line of 16 innovative caps that can be screwed on to bottles when they’re empty, transforming them into useful objects like water guns, whistles, paint brushes, bubble makers and pencil sharpeners. It’s all part of a clever effort to encourage consumers in Vietnam to recycle, and a rare success at the sort of alchemy that seeks to reincarnate garbage as advertising (even if such attempts are a cornerstone of the marketing industry). Coke will give away 40,000 of these modified caps, which come in 16 different varieties, to start”.
[AdWeek]
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