In recent years Coca-Cola has seen a lot of backlash from even their most loyal customers.

Besides the uproar about high fructose corn syrup and the fervor in which Coke seems to bond with our children, they have been criticized for the environmental impact of all those plastic bottles.

Until now.

Coke has just launched a new campaign called 2nd Lives. The campaign promotes the re-use of Coke’s classic plastic bottle simply by changing its cap.

They have put together kits of 16 different caps. Each one gives the bottle a whole new life and purpose. The caps range from paint brush to baby rattle to whistle.

The idea was originally meant to encourage Vietnamese customers to recycle. To get things going Coke will be giving away 40,000 packages of their new 2nd Lives caps.

Besides the obvious issue, that we are trying to rid the world of too much plastic with more…plastic, I have to commend Coca-Cola on their brilliant marketing.

If this idea takes off and we continue to use that familiar bottle long after its contents have been drained then Coke might actually succeed in taking over the world.

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Editor: Travis May

Photo Credit: Coca-Cola 2nd Lives/Youtube